Industry experts have warned businesses to ensure their product quality is up to scratch, or risk being scorned by social media websites.
As more businesses embrace the added marketing potential of online technology, the rise of social media is seeing more businesses incorporate social media platforms such as Facebook and LinkedIn to their operations.
Meeting and Events Australia chief executive, Linda Gaunt, expects social media will "revolutionise" how businesses operate by 2015 and likely force some companies to adopt it to their operations to maintain their competitive edge.
But Millbank managing director, John Hudson, warns that social media may pose a threat to businesses who don’t fulfill their promises.
"Social media has given customers a voice which can be like venom for businesses who don’t perform as they should," he said. "If you’re not doing things properly, you will get bitten."
Where companies could simply advertise their products several years ago, Hudson said social media platforms now made it possible for a single dissatisfied customer to ruin a business.
"Bad news spreads like wildfire, and it can be devastating for business if it reaches the right people," he said.
But it’s not all bad news for the industry, says Hudson, who expects product quality will improve as a result.
"Awareness of the bite-back quality of social media is growing, and businesses are already responding by making sure their quality is up to par, " he said. "We will see marketers do their best to ensure their product lives up to their promises, which is a good thing at the end of the day."
