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The aforementioned issues can be combatted with careful planning and strong execution. A good retail business will target their social presence to maximise:

Profit

Attract potential customers and entice existing customers

Network and build genuine connections and to even

Recruit new staff

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Electronic communication where users can share information, messages and content, whilst connecting with others. (Merriam-Webster, n.a.)

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From Left to Right, Top To Bottom:
Youtube, Twitter, Instagram, LinkedIn, Snapchat and Facebook.

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The above icons represent the best platforms for the Retail Industry to utilise, in order to maximise their productivity.

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It is currently used to help grow, promote and establish healthy customer relationships between brands. This, inturn, maximises website traffic, sales and profits. According to a McKinsey Global Institute Study, 85% of consumer and retail companies are utilising social media for marketing, with only about 66% in all other industries.

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The brand knows exactly what content is desired by the Australian Market and is able to consistently produce media which goes viral. This is evidenced by the success of their #LifeLIVE campaign, which garnered just under 14 000 000 likes preceding the launch if its Virtual Reality "Gear VR Headset."

[ VR Headsets' Sales in 2017 ]

Gear VR Headset:       3 650 000 +
Google Cardboard:     3 400 000 +
Sony PlayStation VR:  2 550 000

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In June of 2010, young people aged 14 – 17 years old, had the highest internet use in Australia, with 91% spending time online every week. Because of this, cyber-bullying affects about 1 in 10 students, through commenting sections and public forums through social media.

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An example of a cyber racism would be the “Aboriginal Memes” Facebook page, which included captions which depicted the race of peoples as; ‘inferior drunks who sniff petrol and bludge off welfare.’ The page was flagged by users, with Facebook classifying the page as ‘controversial humour,’ rather than removing the account all together. The admin of the page have since removed the content, with Facebook however keeping the page active and still flagged under "controversial humour.”

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The Commission’s Workplace Sexual Harassment Survey of 2012 revealed that 17% of those surveyed had received sexually explicit emails and text messages over social media, with 4% experiencing repeated inappropriate advances on email, social networking websites and internet chat rooms.

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Social Media in regards to the retail industry poses some risks, which are listed below:

Requires additional resources to ensure maximum benefits

Requires daily monitoring

Must interact with users to reap maximum benefits

Risk of inappropriate and unwanted discussion as discussed (Discrimination and Harassment)

Because of Social Media's public domain, there is a risk of hacking, information leaking and negative feedback

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Social media is an effective tool for the RIQ to utilise, as it has the potential of reaching global audiences, can be customised to suit certain aesthetics and is a successful marketing tactic which can increase revenue, brand satisfaction and international presence.

Before proceeding however, it is important to consider the extra costs associated with social marketing, including the need for a dedicated team to monitor customer relations and individuals who can handle situations through a computer screen - as emotion is sometimes lost and therefore messages can be misinterpreted through texts.

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Social Media can provide guaranteed success by:

Promoting the brand and business

Telling users about what you have to offer

Get customer feedback and make better business decisions

Entice potential customers

Build stronger relationships with existing customers.