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There are always some disadvantage to participating in social media. The first disadvantage might be a lack of interest for a company wanting to invest in that tool. For instance, if you have a very wealthy or an older demographic you may not want your brand involved in a social media campaign because of your target market. However, if you are targeting the right demographic then the campaign would be very successful. Also picking the right venue to promote your brand has to be correct. For instance, if you know that many of your customers use Facebook and not Twitter you probably would want to waist your time in the area of Twitter. The other disadvantages might be on the side of unethical behavior. A great ex of this is the new laws that are being considered for social media websites around marketing firms that would have access to the websites that you are going to in order to advertise directly to you. Recently Facebook, was shown as a company that was allowing their 3rd party affiliates take advantage of this. This works similar to how a telemarker might contact your home phone or cell phone, except on the internet. Some companies will see backlash because of the total disregard for the privacy of the individual.