Question One
Yes, social media ads are effective for brands because they enable advertisers to reach out to a high number of potential consumers and also have an impact on the consumers reached. The effectiveness of an advertisement tool is inter alia based on its ability to reach the target and the ability to endear the brand to the target. Social media is arguably the most popular modern communication medium that is capable of advertising. The usage of social networks currently traverses all generations and social strata hence the ability to reach a high number of people. Secondly, due to its interactive nature and multimedia capabilities, social media can be very convincing (Dehghani & Turner, 2015).
Question Two
The most effective social media channel for a marketer to use is Facebook. For a start, Facebook is by far the most popular social network channel with billions of active users globally. This increases the propensity to reach more potential customers. Secondly, Facebook has a high potential for multimedia content sharing including text, audio, visual and video, giving an advertiser a wide array of choice. Finally, Facebook has a high capacity for direct interaction between the advertiser and the target. Based on the above, Facebook creates both a high ability to reach many people and a high propensity for conversion (Dehghani & Turner, 2015).
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Question Three
The exact same prerequisites that make social media such as powerful marketing tool also makes it a dangerous tool to a brand in the case of an error. Social media adverts are able to reach a high number of people and are also interactive in nature. An advertising error or misadventure is thus able to reach a high number of people irrevocably and also get direct reactions that are damaging to the brand. For example, Slawson, (2017) reports on the damage visited upon toiletry brand Dove for a Facebook advert that was considered by most as being racist in nature. As per the advert, a black woman uses Dove products and turns into a white woman. The adverts got a lot of damaging for the company and cost it a lot of capital in seeking to mitigate the damage caused.
References
Dehghani, M., & Tumer, M. (2015). A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers. Computers in Human Behavior , 49 , 597-600
Slawson, N. (2017, October 08). Dove apologizes for ad showing black woman turning into white one. Retrieved from https://www.theguardian.com/world/2017/oct/08/dove-apologises-for-ad-showing-black-woman-turning-into-white-one
