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Charlotte Holmestop social media marketing booksstories social media
1 SMM can be misleading and may defame company’s reputation
From the perspective of the business, “the quality of news on social media is lower than traditional news organizations” (Shu, Sliva, Wang, Tang and Liu, 2017). The advantage of SMM happens to be the trigger of this phenomenon. Spreading the messages faster and wider than other methods with lower cost are the exact cause for the appearance of these massive amount of online fake news (“low quality news with intentionally false information”) (Shu et al., 2017). Apart from that, the online imposters are capable of posting fake messages that may be misleading and thereby jeopardize company’s image (Petty, 2012).
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