Read the open access Bitter (2016) article Consequences of customer engagement behavior: when negative Facebook posts have positive effects. Briefly address the topics below in a 500-word written assignment. Cite other journal references available in the Reference Article module, or in the PBSC library databases, where appropriate. Use standard APA format, provide proper in-text citations for all references, and place a reference list at the end. Do NOT copy and paste material directly from the articles. See grading scale for further information. To submit, select the Written Assignment link, attach your document file, then select Submit.
Section I – Use a Level 1 heading: Impact of Social Media Communication on Customer Relations. Discuss how two-way communication on social media channels impacts businesses both positively and negatively. Provide any personal examples from your experience.
Section II – Use a Level 1 heading: Building relationships through positive communication. Based on Bitter’s analysis, demonstrate your skill at building relationships for all customers of an organization. Accomplish this by proposing a strategy that you, an entrepreneur for a new startup, would employ to communicate with customers who post negative comments that harm your business. Explain how your communication efforts would re-engage these customers and encourage their loyalty. Discuss the strengths, weaknesses, and challenges in implementing this effort.