Message personalization can, however, create inconveniences for businesses when such advertisements seem overly intrusive. While RFID tags can be used to drive purchases in physical stores, the potential negative effects on brand and customer value of such marketing may not make such efforts advisable. Target encountered this type of problem when it was widely reported that they used “big data” to identify a pregnant woman before she had notified anyone (Hill). An additional problem is that consumer-oriented participatory marketing efforts are largely uncontrollable by the company and sometimes lead to the spread of negative or embarrassing messages through social media. Since user-generated marketing content is generally more effective than traditional content, the spread of negative user-generated content by a disgruntled customer can be very difficult for businesses to manage. Another additional disadvantage is the lack of standard practices for adopting and managing social media. implementation. Social media marketing is not uniformly suitable for all types of products and services, despite the above-mentioned benefits of its adoption. Kim and Ko suggest that building luxury brand awareness through social media adoption may have the counterintuitive effect of reducing customer value for branded products. Their study showed that after Louis Vuitton became increasingly popular in Korea, many counterfeits appeared which, in turn, ruined the brand's distinctive elements. Shen and Bissell suggest that high-end companies adjust to this effect by being significantly more selective in both the timing and targeting of their social media marketing. Companies clearly need to be thoughtful and careful in their decisions to… middle of paper… s. Users are more engaged when companies are authentic in expressing their unique story and when companies successfully reach out to their customers using all the tools at their disposal. Social media has provided businesses with tremendous opportunities to engage customers with their brands and products through personalized, participatory marketing. While there are potential pitfalls in adopting social media marketing, there are also opportunities for greater customer engagement and more effective marketing that come from social media. Properly implementing social media marketing in a beneficial way clearly requires careful and deliberate planning. As businesses become more adept at using social media for their marketing needs, they will be better able to reap the benefits of the increased personalization that social media marketing offers..