There’s no doubt that social media has changed the marketing game. Reach, amplification, and instant connectivity have both good and bad effects for brands and their marketing strategies.

Here are a few examples:

The Good

An Engaged Community

Social media has helped online brand communities not only to thrive but also get connected to one another on a more personal level. Aside from the business promotion, active communities get the chance to engage and discuss with each other.

Consumers are Brand Ambassadors and Social Activists

When you engage with customers, it is easy to develop brand loyalty. Once loyalty has been ingrained, advocates are formed, and they become your best advertising tools. Their feedback, recommendations, and word of mouth can easily topple the conversion rates of traditional and digital marketing.

Social awareness has improved as well, as social issues, and the latest news and stories easily become viral. Examples of these are the Uber rape case and the massive number of retweets that Indian Prime Minister’s winning tweet got.

Creativity in Multimedia is Needed

Whereas creativity has played a significant role, whether an ad will become effective or not, traditional marketing also factors in time and money spent securing ad slots.

When social media boomed, creativity took priority above everything else. So, how do you ensure that your 15-second video has the maximum impact on engaging a customer or converting a lead?

Brands can’t expect to stand out if they’re not creative—and creativity depends on a combination of great photography, the humanness factor (being authentic or real), and the timely response to current events.

Content needs to engage and engage quickly if you want to capture customers. Creativity is definitely needed in this area, presenting a big challenge to marketers.

The Bad

Brands Are Challenged to Tell More with Less.

Content is now constrained to a few hundred characters and 15 seconds. Short-form content has come to be the norm, and while long-form content is far from being dead and effective, brands need to devise ways to effectively convey their message in a single photo, a 15-second video, or a few sentences to share effectively in social media platforms.

The Customer Feedback Backlash

While we cannot argue how the power shift towards consumers has had a positive effect on customer service and community building and engagement, there are also certain areas that this can be a disadvantage.

In a post by Jeff Wilson entitled “Social Media is Creating Bad Customers,” he says the social media gives a consumer four “factors empowering bad behavior, particularly against companies:” (1) No Guilt (2) The Mob (3) Relative Anonymity and (4) No Accountability.

He points to the #McDStories disaster, when customers shared negative stories about McDonalds on Twitter, as an example of how social media has this adverse effect.

The Challenge to Have Tools and New Technology

For brands, it is a challenge to develop the image and video-based content already. Add in the tools required to amplify and analyze reports, and you are left with brands needing to create room in their budgets to develop and harness not only their creative team but also their social media team. Often, needing to establish a dedicated team for social media marketing alone.

One needs to stay on top of trends to have a better chance in standing out amidst all the digital noise in social media channels these days.