Read the case given below and answer the questions given at the end.

case Study - II

Vodafone and Social Media Network

Social Media Network (SMN )has become one of the most prominent medias for word of mouth publicity . Organizations‘ lay specific budget for marketing on SMN and regularly monitors it for the best utilization of media.In June 2011, Mobile service provider Vodafone Essar has sent a legal notice to Dhaval Valia, one of its customers, alleging that he made defamatory statements against the company on Facebook, troubled senior officers, including a female officer through texts and calls, and posted names and contact details of two senior officers, reports In the notice, Vodafone has asked Valia to stop calling Vodafone officials, and making defamatory statements. He has been asked to remove his Facebook posts in 48 hours, warning him that the failure to comply will lead to Vodafone initiating civil and criminal proceedings, the cost of which would have to be borne by ValiaThe cause for this dispute was, allegedly, Vodafone‘s inability to offer 3G services in the area where Valia resides, since Valia ported to Vodafone from Loop Mobile for this very reason.Also, it appears that Vodafone billed him for 3G data, and later waived off the charges on his repeated requests. Although, Vodafone advertises 3G services aggressively, its coverage of many cities including Delhi and Mumbai is not complete. Till a few days back, 3G was only available in South, Central and Gurgaon regions of NCR/Delhi. However, if a customer activates a 3G plan and uses data in areas where 3G coverage is not available, he is charged as per 3G tariffs, which are more expensive than 2.5G/Edge.Because of this legal notice it became a viral fever on internet and other customers also pored in posting complaints about Vodafone and vehemently criticizing firm for the legal notice being sent to a customer. Ultimately after a couple of days Vodafone withdrew the legal notice in good faith.

Answer the following questions
Q1. How can social media be used effectively by firms apart fron using it as an advertising tool.
Q2. Suggest how marketing managers at Vadafone should have handled this situation