SOCIAL MEDIA: ARE THE BENEFITS WORTH THE RISKS FOR BUSINESS?

Kassandra Morales
Josephine Sosa-Fey
Joel Farias
Texas A&M University–San Antonio

ABSTRACT

Social Media dominates and accelerates business communications in the global
marketplace to the benefit, and sometimes to the detriment, of businesses. Some organizations are
concerned about the risks involved in using social media and choose to forgo utilizing it to its full
capability. Although there are some risks involved, social media can provide significant
competitive advantage to businesses. Its use promotes brand awareness, providing a way to build
a solid consumer base with a continuous flow of communication domestically and internationally.
While some businesses might be fearful of using it due to the risks involved, there are several
strategies that provide some protection from hackers who seek to corrupt the system. Fake news is
a critical major issue that social networking websites can ameliorate with vigilance and skillful
use of technology. With knowledgeable staff and the latest technology, businesses can overcome
the negative consequences and reap the rewards of integrating social media into their business
model. The dominance of social media in commerce is projected to continue to expand and is
anticipated to become the new face of business.

Keywords: Social media, business, risks, business, consumer base, strategies, negative consequences, rewards,
integrating media