The article, "Users of the World, Unite! The Challenges and Opportunities of Social Media," by Andreas M. Kaplan, introduces an in-depth view into social media, its forms as well as some insight in the opportunities and challenges of engaging in it. In recent years, social media has seemingly changed the world. The recent explosion of social media is not solely through the contribution of young users, but should be viewed as a mutual interest that has peaked across age demographics. According to Kaplan, "...members of Generation X, now 35-44 years old, increasingly populate the ranks of joiners, spectators, and critics."
Since this revolution of social media has attracted all age groups, it is crucial for businesses to be apart of the trend. However, this is increasingly where we find the challenges becoming more and more common. Although social media offers a way for businesses to reach their consumers at essentially no cost and faster than ever, it also allows their consumer to spread a negative message about them at no cost and faster than ever. Kaplan discusses this further, "...businesses have increasingly less control over the information available about them on cyberspace." One person's negative experience with a company can seriously damage their reputation, especially if its the right person with the right voice. "Historically, companies were able to control the information available about them through strategically placed press announcements and good public relations managers. Today, however, firms have been increasingly relegated to the sidelines as mere observers."
This being said, public relations efforts, especially in the form of social media experts, are more valuable than ever to employ. With savvy PR tactics on the web, a company can easily prevent crises from arising and should they take place, to have a quick and proactive response to them.
