Final answer:
The chief risk with customer-driven social media support is loss of brand control. Companies must set guidelines and monitor peer-to-peer interactions to mitigate this and maintain control and security. The correct option is B.
Step-by-step explanation:
The primary risk when implementing a social media approach that uses customers to provide support directly to other customers is B) Loss of Brand Control. While utilizing customers for peer-to-peer support can be cost-effective and build community, it potentially allows misinformation to spread or the company's intended messaging to be diluted.
To mitigate these risks, companies can establish clear guidelines for user interactions, monitor conversations to correct inaccuracies, and ensure that official customer service representatives are available to step in when needed.
Risks such as security breaches, online privacy, and issues with control are inherent in online and social media use. The Pew Research Center notes evolving perceptions of these risks among individuals and businesses. To combat the negative consequences, maintaining vigilant and responsible management of social platforms is essential.