Just the use of social media because a competitor is also using the such channel to spread easier information into the world is history. Before the use of social media companies really needs to think about a realistic strategy. “It is also about realising that you don’t have to try everything, and, more to the point, that you can’t do everything, as that brings with it another set of problems.” 

“Social media isn’t one size fits all. Not every platform is going to be right for every brand, and working out those questions in advance could save time and valuable resources and even avoid some costly mistakes.”

To be a succes on the internet by using social media channels like Twitter and Facebook companies needs a realistic and thoughtful strategy. For example this blog: http://www.socialmediadelivered.com/2012/07/11/huge-companies-with-poor-social-media-surprised/ 

In the end we can conclude that social media is a good channel, not for every company, to use it for spreading information and to get more in contact with your customers. But what in one of the last presentations also was mentioned was the late response of telephone company T-mobile. This is an example about the careless use of social media. Companies shouldn’t only be aware of the succes of social media channels but also the danger how fast it can hurt your brand image. Companies should use the channel with a good strategy and a backup plan!

http://www.marketingmagazine.co.uk/news/1169486/Why-unfocused-social-media-strategy-waste-money/