Introduction
Social media has revolutionized human interactions socially and economically. Almost everyone with access to internet whether on a mobile device or on a PC uses at least one social media outlet. Facebook has Sites such as Facebook, twitter, LinkedIn, Badoo among thousands of others have formed sound marketing platforms for many varied companies. Facebook which currently has more than 1.3 billion people comes out as a very preferable social media marketing outlet. Using Facebook as the social media outlet, this essay discusses the four component of a legally astute media marketing manager, analyzes the methods of alternative dispute resolution choosing one that may address consumer issues, how the federal government can control the transactions and lastly explains the agency relationship between the social media provider and businesses that use the site for advertising.
Components of a legally astute social media marketing manager and how to mitigate cyber security risks
The four components of a legally astute social media marketing manager are; (1) a proactive approach to regulations, (2) some value-laden attitudes to the importance of law in a firm’s success, (3) Context-specific knowledge of the law and appropriate usage of legal tools, (4) ability to exercise informed judgement when managing all the legal aspects of a business (Masson & Shariff, 2010).
The first component requires the marketing manager to be personally and responsibly involved in seeking out practical legal measures to improve cybersecurity. The manager can for instance, verify from the relevant ministry or department that he business for which he manages the social media issues has acquired necessary patents before unleashing some issues on the internet. He should also familiarize himself with the regulations of the social media site and also advise the other managers accordingly. Secondly, the manager should possess some values such as integrity, honesty and respect for the law, dedication and commitment to duty. These traits contribute to a value-laden attitude in which the manager acts righty within the law ensuring that the business adheres to all the regulations of the state and the social media outlet (Masson & Shariff, 2010).
Thirdly, the manager should be able to interpret clauses and articles in law to address specific situations and concerns. For instance, when there is a cyber security breach, he should actively ensure that the business can safely and legally withdraw its content from the Facebook. He should always be on the lookout for situations and contexts that threaten the patents and rights of the business. In all, the manager should be a person who makes sober, sound, timely and considerate decisions when handling all the businesses issues.
Methods of alternative dispute resolution
When consumers make purchases, some are bound to be dissatisfied with the product or the service. This can bring about disputes between the buyer and the company. Disputes arising when people buy items advertised through social media can be resolved through; settlement conferences, mediation, arbitration as well as neutral evaluation. Facebook has subscribers from all ages and demographic dynamics and this opens any marketing done through it to many potential disputes (Brito, 2012). All the dispute resolution mechanisms should provide for the explanation of facts, active listening and utmost respect for the rights and opinions of each party.
Settlement conferences require the physical presence of the disputing parties and it presents the best opportunity for the business managers to meet their clients and resolve the differences and disputes comprehensively while building lasting and tangible relationships (Nagle & Pope, 2013). During the settlement conferences, it is advisable that ach of the parties have legal representation during the meeting so as to iron out any legal issue of the dispute.
Federal government control of social media transactions
Since consumer transactions on social media can and actually occur across state lines. As such, it is imperative for the federal government to control these transactions. The federal government has used massive technology to get updates and intervention means on how people are using social media for business (Brito, 2012). The federal government has for instance implemented the consumer payment control parameter which configures consumer control transactions. In addition, the government has controls on the tax controls for social media companies and the companies that advertise through the social media sites (Nagle & Pope, 2013). It also has legal mechanism such as the courts systems to arbitrate legal issues and disputes arising from consumer transactions.
Additionally, the government through elected leaders acts as the custodian of the constitution which provides for the rights of buyers and sellers in all legal platforms of which Facebook and other social media outlets are inclusive. The government also has the constitutional right to access information about security practices and the privacy of involved parties so that it can protect consumers from collusions and exploitation (Nagle & Pope, 2013). Social media sites are required to provide adequate security and privacy to company information. As such the federal government manages to control the access, as well as the unauthorized disclosure or destruction of company and consumer transactions.
Branches of government
The federal government has three branches; the legislature, the judiciary and the executive. The legislature makes laws regulating the business environment with issues such as consumer protection being at the core of much legislation. The Executive branch of the government, implements the laws made by the legislature through the relevant ministries and government agencies. The judiciary interprets the laws made by the legislature and settles disputes arising from transaction and any other dealings. All the three branches are critical in the successful usage of social media outlets for business purposes because their roles are complementary.
The executive branch of the federal government seems to bear the largest responsibility in the successful usage of social media outlets. This is so because it is mandated to come up with the implementation framework for businesses to use Facebook social media outlets. The department of trade and commerce should establish a section that handles issues on how businesses are using social media. This way they shall be in a position to offer support to both the social media company and its customers. The executive also evaluates and provides oversight on how companies are adhering to business ethics and regulations even as they transact through social media outlets (Nagle & Pope, 2013). Since the protection of consumers’ rights is topmost in the usage of social media for business, the executive arm of government should sensitize the public on its rights and also support growth of the business community through social media marketing.
Agency relationship
Agency relationship on social media sites relates to the use of an appointed entity or agency by a business that is on social media. Facebook being one of the most popular social networking sites inspired very many agencies that manage the accounts and fanpages for different businesses. The agencies advertise on behalf of business and respond to queries raised by customers via the social media sites. The agencies are knowledgeable on the reciprocal rights and liabilities for mutual benefit. The agency relationship provides for social media thinking including the usage of current trends and adjusting the businesses enlisted according to customer’s suggestions.
Conclusion
Social media provides an excellent avenue for businesses to grow. I order to do this, the businesses employ business managers who should be have the four qualities of astuteness in legal issues; a proactive approach to regulations, some value-laden attitudes, context-specific knowledge of the law and appropriate usage of legal tools as well as the ability to exercise informed judgement when managing all the legal aspects of a business. Methods of alternative dispute resolution include; settlement conferences, mediation, arbitration as well as neutral evaluation. The best method is settlement conferences because people can meet and iron out differences. All the branches of government, judiciary, executive and the legislature are all vital in the successful usage of social media for marketing. The executive is the best in supporting social media for business purposes. Agency relationship which relates to the usage of appointed agencies by businesses targets at mutual benefit by all the entities involved.
References
Masson, A., & Shariff, M. J. (2010). Legal strategies how corporations use law to improve performance. New York: Springer.
Brito, M. (2012). Smart business, social business: a playbook for social media in your organization. Indianapolis, Ind.: Que.
Nagle, T., & Pope, A. (2013). Understanding social media business value, a prerequisite for social media selection. Journal of Decision Systems, 22 (4), 283-297.
