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Discuss the costs and benefits to Police Scotland of marketing through its social media network. - Scottish Highers Business Management - Question f - 2022
Question f
Discuss the costs and benefits to Police Scotland of marketing through its social media network.
Worked Solution & Example Answer:Discuss the costs and benefits to Police Scotland of marketing through its social media network. - Scottish Highers Business Management - Question f - 2022
Step 1
Discuss the costs of marketing through social media
Answer
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Access Limitations: While social media is generally accessible, not all citizens may have accounts, limiting the outreach of Police Scotland's message. This can lead to negative perceptions if the target audience remains uninformed due to lack of access.
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Reputational Risks: Negative comments or feedback on social media platforms can adversely affect Police Scotland's public image. Incidents of fraud or misinformation can spread rapidly, potentially damaging the reputation of the police force.
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Resource Allocation: Maintaining an active social media presence requires continuous engagement and monitoring. This can divert resources from other essential duties and may require additional personnel, leading to increased wage costs.
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Security Concerns: The potential for personal information leaks or targeted attacks on social media accounts may expose the organization to cybersecurity threats.
Step 2
Discuss the benefits of marketing through social media
Answer
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Wider Reach: Social media allows Police Scotland to reach a larger number of citizens, increasing public awareness about various initiatives and community safety.
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Cost-Effective Communication: Compared to traditional marketing methods, social media is often cheaper and enables real-time engagement with the community. This can promote upcoming events or public awareness campaigns effectively.
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Targeted Messaging: Marketing campaigns can be tailored to reach specific demographics based on user data, allowing Police Scotland to address areas of concern directly with the individuals most affected.
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Engagement Opportunities: Social media platforms enable direct communication with the community, fostering trust and transparency, and providing a space for citizens to share feedback or ask questions.
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Promotion of Good Causes: Police Scotland can use social media to raise awareness for charity events, campaigns, or community projects, enhancing their engagement with the public.