A Strategic Shift
Although social media provides businesses with a new range of options for communicating with customers, the platforms also change the nature of business communication, favoring personal engagement and visual content over traditional marketing copy. For businesses that are used to more traditional marketing methods, this can require a complete revisiting of their marketing strategy -- a costly and time-consuming process. Traditional one-sided sales habits like depending on product descriptions and sale announcements -- as opposed to conversational appeals based on product culture -- can also limit the success of social media campaigns.