Why is Social Media Considered to Be a Doubled Edged Marketing Tool?

One of the biggest changes in the field of marketing would be the advent of social media. Before any brand chooses to use it for their marketing, they need to fully understand what is at stake. Social Media made connectivity pretty much a dream.

Social Media enabled consumers to really engage the brands that they are interested in ways that were simply not possible before. It also allowed brands to reach out and put forward the latest updates or latest deals with ease—fully knowing that their followers would be more inclined to support them. While social media is indeed a great marketing tool, it is considered to be a double edged one. This is because social media can be used for you and against you.

Here are a few ways in which social media is a double edged marketing tool:


Consumers generally utilize social media to reach out to brands and business that they are interested in patronizing and sending them messages regarding questions or issues that they’ve experienced. If the account handler is able to address the issue well, that’s great.

However, the wrong sort of response or a sort of disconnect between the brand account holder can mean disastrous backlash for the brand.

Reputation Barometer

Social media will always be a great tool to check how warmly or coldly you are regarded by the general market. Most brands will try to cultivate a sort of bond or interest in their product or services through posts.

A majority of brands tend to veer away from posts that are deemed controversial like politics and religion. If a brand makes a mistake and throws their support in for something that is perceived to be wholly negative, the backlash is often immeasurable.

Social Media exchanges have a tendency of going viral for both positive and negative reasons. It would be good to try to stay on the positive side of things as much as possible. If problems do arise, it would be important to address the problem by admitting your fault and endeavoring better in the future.

Moving Forward

If you’re ever planning on using social media for your brand’s marketing, it would highly critical for you to understand some do’s and Don’ts. In the same way that a responsible gambler would arm themselves with the pros and cons of a particular tool like poker software, a business owner or a brand representative should arm themselves with the necessary understanding of a tool that can affect them.

Have you utilized social media for your marketing? Would you say it’s a double edged sword?

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Infographic by: customerinsightgroup.com

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