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Is anybody out there? January 16, 2013

Posted by Mark Hillary in Current Affairs, Internet, IT Services.
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It is no secret that social media has become an integral part of any marketing department worth their salt. These tools are no longer a mere reactive contact channel, but as a means to obtain knowledge and map the needs of the target audience.

Businesses that jump on the social media bandwagon without a clear strategy in mind will focus on numbers: how many followers they have on Twitter, how many entries are posted on Facebook daily. More often than not, it is one big monologue of information flowing one way.

In fact, 56 per cent of customer tweets to companies are being ignored. So, no matter how much or what customers are saying about the brands they do business with online – most of them are just not listening.

Sharing positive and negative interactions with relation to customer service on social media channels is on the rise. This is because people know they can be rewarded for their loyalty, or demonstrate their disappointment to a large audience if they are not.

While the corporate silence on social media has the massive potential to damage a brand – as we have seen on the now classic United Airlines example – positive cases where brands were really listening can earn real kudos from the public and spread like wildfire. Companies such as Walmart, XBox, and even steakhouses are showing us how it can be done well.

What about your company, are you listening to what your customers have to say?

Steak, Up close and personal [Explored]

 

Photo by Allan licensed under Creative Commons

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