Marketing Case

I think Foley should pursue more pursue on Facebook . Nowdays , people are so tired of so many advertisements full of every gap of their normal life . Their subconscious tell them to remember an ad is not necessary at all. But Facebook is different. Because this is a "communication platform" which customers can personal involvement and construction. Customers post content , show their own personality. Facebook also have some functions that can announce brand's new discount events, new items and so on that let the UnMe target customers find them. Besides users of Facebook each have their own social communication circle on line , they also allowed to have ability to design their own web, that means brand can speed their story and increase awareness with mess of different charming ways by different customers. Another risk is mentioned in the article, the lack of control over the contents. Using the user

generated contents is regarded the one of the best way in Web 2.0 era. However there is a risk

because the company can't control the users' behavior, can't notice before the accident happens. All

the contents and the flow of the contents depends on the user fully. The company can affect only

at the low level. Among three suggested plans, YouTube is more exposed in this risk. People can

make harmful video and then make a connection or a tag related to UnME. It is very risky

because the result is a radical decline in the value of brand. Actually, it is out of control. If that

situation happens, the company must inform YouTube. I emphasized YouTube here, but the other

plans have also same problem. The best way to solve this problem is the protection, and that can

be done a successful brand positioning. At the initial stage, the company should know there are

potential risks.