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6 Challenges and Constraints of Social Media Marketing

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Social Media Marketing is a new tool for gaining popularity and spreading awareness about a product or service. It’s the easiest way to reduce complexities and pave the path for the instantaneous discovery of your product or service in all communities. It’s true that social media has become an essential part of everyone’s lives.

In the digital era, social media has surpassed its role as a mere platform for social interaction, emerging as a pivotal battleground for brand visibility and customer engagement. Today, it’s not just about being present online; It involves tactically utilizing these platforms to cultivate brand allegiance, boost sales, and distinguish oneself in a crowded marketplace.

social media marketing strategy
Image credit: freepik

As we navigate through the complexities of digital marketing, it becomes clear that social media marketing is no longer a luxury but a necessity for businesses aiming to thrive in a globalized marketplace. The advent of new technologies, shifting user behaviors, and the increasing importance of data-driven decision-making have introduced new dimensions to social media marketing, making it more challenging yet rewarding than ever before.

Everybody, including students, job seekers, and entrepreneurs, uses online social media networks for their own purposes. With the emergence of these sites, our lives have become incalculably easier.

It’s really helpful for emerging businesses and startups to count on social media marketing. However, it’s also a hard nut to crack for enterprises, especially newer ones, to get credibility in the eyes of customers and prospects. Here, social media takes your trustworthiness to the next level. Also, it depends upon a business’s marketing strategy of how well it socializes itself and stands out as a trustworthy one in the herd of established businesses and corporations.

This post illustrates the challenges and constraints of social media marketing in 2018 with practical examples. Rest assured. With a little effort, persistence, and smart planning, it’ll be as easy as A-B-C to overcome challenges and free yourself from the constraints quite simply. Bear in mind that social media is a steep learning curve for content strategists, social media experts, and digital marketers. In addition to social media marketing strategies, you can also adopt other digital marketing strategies, such as hiring a press release distribution service.

The more you work strategically with the presence of mind, the better results you will get from the input and vice versa.

1. Preserving Brand Reputation:

Thousands of competitor brands are emerging daily to give you a tough time expressing your message to a wider audience. Frequent changes in algorithms of online social networking sites lead to disarray. In reality, maintaining a brand reputation has become a nail-biting challenge.

It’s not in the hands of the junior-level social media executive or Chief Marketing Officer (CMO) of a company to maintain the reputation of the brand; it is the responsibility of everybody inside the company to take the reputation of the brand as his/her own.

Handling a brand reputation is one of the biggest constraints that every company has to overcome. This constraint can be easily overcome with the preparation of well-written guidelines. Social media marketing should work with well-defined, meaningful, certain, and purposeful guidelines to bar the chances of getting bogged down in anonymity and adrift. Apart from guidelines, a social calendar should be taken into consideration seriously. Prepare a social calendar now and achieve your targets.

2. Consistency and Storytelling

The charm and feel-good side of social media as a platform to broadcast ideas and share information are totally undeniable. Most companies forget to storify the problems of the customers and spend most of the time promoting themselves. That’s why, while making a brand strategy, ensure that your content is relevant, audience-focused, and valuable.

Better create content prepared with the client’s demands in mind. It should highlight the brand’s values and personality and encourage conversation. Writing Voice and tone matter most as well in this regard. A surefire way to keep the audience engaged is to provide unique information.

Netflix is a great example here. This brand is ultra-successful on social media. Being a super-successful media services provider, it capitalizes on social media channels to converse with customers and audiences.

If your brand is underperforming for any reason, it can start doing better with just a few tweaks. For instance, make good use of hashtags to jump-start conversation and build rapport with the audience.

3. Confusion Between Local and Global Strategy:

As stated earlier in this post, managing social media channels demands careful and heedful planning.

It’s problematic for companies to decide which strategy should be chosen, whether global or local. But, keep one thing away from your mind: if you want your social media campaign to yield more results, never count on the ‘One-Size-Fits-All’ approach.

One company may benefit hugely from a global strategy with guaranteed consistency across all channels. On the other hand, a local strategy could be to cater to the audience of a local culture, which could enable you to outweigh the competitors.

Take Starbucks as an example. It manages regional channels on social media platforms to facilitate the local audience and fulfill the brand’s message by providing the best content and services.

4.  Failing to Resolve Customers’ Issues:

Despite having well-conceived brand guidelines, it’s not assured that the audience won’t be offended, though that was unintentional.

Social media strategists are responsible for constructing the best response possible to weed out online hatred, agony, and despair. Never treat social media websites as customer care platforms; they should be used just for the sake of interacting with clients.

If you reply to one customer’s tweet, you will have to reply to ten more of the same customer, which will result in a loss of credibility.

An example of a brand that convincingly dealt with a similar situation is GBK. Once, an ad campaign with slogans such as ‘they eat grass so you don’t have to’ caused a stern reaction from vegetarian X users. Instead of reacting instantly, the brand took time to resolve issues and offered an appropriate and considerable response.

5. Navigating Algorithm Changes and Platform Updates:

Social media platforms constantly update their algorithms to improve user experience, which can significantly impact content visibility and engagement rates. Keeping up with these changes and adapting content strategies accordingly is crucial for maintaining and enhancing online presence. Brands need to stay informed about these updates and experiment with different content types and posting schedules to determine what works best for their audience.

6. Emphasizing Authenticity and Social Responsibility:

Consumers expect brands to be authentic and responsible in today’s socially conscious environment. This involves not only transparent communication but also taking a stand on social issues and demonstrating commitment to sustainability and ethical practices. Brands that successfully incorporate these values into their social media strategies can build deeper connections with their audiences, fostering trust and loyalty.


Preserving brand reputation, ensuring consistency in storytelling, navigating the fine line between global and local strategies, and adeptly handling customer issues remain core challenges in social media marketing. However, the landscape now also demands a keen understanding of algorithm changes, a commitment to authenticity, and a proactive stance on social responsibility.

Mastering these areas with informed strategies and a nimble approach will not only safeguard your social media campaigns from failure but will also elevate your brand to new heights of digital engagement and customer loyalty. With the right blend of innovation and strategic foresight, the dynamic world of social media marketing offers unprecedented opportunities for growth and connection in today’s digital age.


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