For many companies, Facebook has been a priceless blessing. For instance, I am constantly intrigued by Facebook posts published by businesses which I am a fan of and often times interact with the posts. This works in their favor by ultimately getting me more involved in their business, i.e. spending money on their products or services. For instance, just yesterday I saw a post about a great happy hour deal at Shangri La and ended up meeting there with friends for the evening.
However, as mentioned in the chapter, Facebook pages can often backfire on a company and result in money lost and poor publicity. As in the case of Walmart, their Facebook page was meant to attract young people and promote their dorm room decor line. Unfortunately for the company, their Facebook page became a soapbox for a disgruntled community unhappy with the Walmart's business practices.
These sorts of hits and misses occur daily in the ever-evolving world of social networks. What is most important for companies is that they choose the appropriate channel and online format to engage in communication with their customers or audience and remember that this sort of communication on the internet is two-way. What the audience says will not always be what the company wants to hear.
