One of the key issues of social media networks is the lack of control. Since everyone in the social sphere has a voice it will be a challenge to exert control. However, with the help of effective monitoring and evaluation conversation can be inspired and influenced. Another key issue of social media is negative publicity. Since businesses have little control over online conversations they can attract some negative coverage from their stakeholders. However, if spotted and responded in a timely manner, as in the food case of Virgin, social media can act as a great reputation management tool. It can enhance the two-way communication flow between consumers and the organisations and provide both parties a platform to share ideas, solve issues and foster innovation.
Jenkins, H. (2008). Convergence Culture: Where Old and New Media Collide. New York, NY: NYU Press.
Lévy, P. (1997). Collective Intelligence: Mankind’s Emerging World In Space. Cambridge: Perseus Books.
Surowiecki, J. (2004). The Wisdom Of Crowds. New York, NY: Doubleday.
Vinge, V. (2006). Rainbows End: A Novel With One Foot Set In The Future. New York, NY: Tor Science Fiction.
Waters, R., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging Stakeholders Through Social Networking: How Nonprofit Organisations Are Using Facebook. Public Relations Review, 35, 102-106.