Facebook, Twitter and other social media networks give companies various opportunities. But the marketing with social media platforms also bears some risks. As internetworld.de reports, the study “Next Corporate Communication” from the University of St. Gallen put out some concerns of businesses in using social media. To prove this, more than hundred interviews with company representatives, service providers and researchers were conducted.

Based on that result the three greatest sins in using social networks has been analyzed:

1. Feedback stays unused
The information from social media applications are not processed adequately. That’s because marketing departments are not manned sufficient. Thus the work of the employees is for nothing.

2. Distorted public image
Only through social media guidelines employees know what information they should spread to the outside world. Otherwise there could be a scenario in which the statements of the employees contradict the ones of the corporate communication – and that leads to counterproductive effects.

3. Losing control
Social Media is subject to certain momentum. Therefore, companies are concerned that communication content can hardly be controlled. So information can spread quickly and damage the image of the company. Companies should therefore install control mechanisms.