Social Media #4 - Consumers Get Their Voices

Guest post by: Andy Marken
Become an Author

Free PDF Download
Don’t Tell Me Who You Are, I’ll Just Check Your Online Data - By Andy Marken

How May We Help - Every company, every manager will encounter his/her worst nightmare on the Web. If they have a real problem/issue, recognize it, resolve it, thank them for their assistance. If the consumer is unreasonable, take the discussion offline and try to turn them around or simply say thank you and let them leave.

One of the biggest problems every executive has with social media marketing is when a consumer takes a potshot at the company/product online.

The first thing you have to realize is that your company, your products, are being discussed on the Web - favorably or unfavorably. And whether you like it or not...those discussions won't disappear by ignoring them!

The sheer volume of information available in the social media arena has shifted the balance of power from companies to consumers.

Because of the information overload, people become skeptical of company driven marketing messages/efforts.

They make their buying decisions independently based on "others" and their own research.

People who buy something and have a good experience tell others.

Folks who don't, tell a different story.

Happy Customers

Instead of having an elaborate social media outreach effort, companies spend your time, money, effort ensuring that existing customers are satisfied - hopefully, insanely happy.

Then, they'll tell everyone else and the fever will grow.

Loyal customers do the company's marketing/sales pro bono. They defend the company/products online/off.

These folks are the ones who keep firms from becoming commodity sellers.

You drive customer loyalty with customer service.

And according to Forrester's Zach Hofer-Shall, customer service isn't a department, a job function. It's everyone.

The first step is to listen.

Monitor, analyze what is being said about you/your products online.

Sometimes, you feel as though the only people using social media are the ones who hate your company, your products, you.

But most of the online feedback, online reviews are positive.

Tone of Online Feedback for Products and Services

Not All Bad - While it feels as though all of the comments, reviews on the Web are running against you, the numbers prove otherwise. You just have to pay more attention to, spend more time, turning negatives positive or at least neutral. Source -- Bazaarvoice

You know, the stuff you enjoy reading, passing around, showing the boss.

If it's a problem, an issue, resolve it in realtime.

Remember, the customer invested the time, money, effort in your product/service; so within reason, focus on making him/her a fan.

Usually, solving the problem/the issue is best done offline to determine and solve it 1:1.

Fan Clubs

Do it right and you've won another fan that will spread the word.

When you receive good inputs, ideas from users, tell 'em so. Recognize their contributions in their online community.

Then "borrow" the idea, product inputs, recommendations. Sometimes they can give you an "ah ha" moment. Other times, new market opportunities.

Often, they give you insights into product enhancements or tomorrow's hot, sexy big seller.

Along the way, you'll get a few bumps, bruises but you also have a WW product/market research team, without all the overhead.

The traditional business mindset that brands and brand values can be controlled through marketing strategies is no longer appropriate in the social media world.

# # #

Brands 50% more popular than celebrities in social media

Do You Need a Social Media Makeover?

Social Media Marketing for Accelerating Your Business

Social Media can provide help to grow Business

Why Your Social Media Campaign is so Important

Why Social Media Isn’t the Best Marketing Plan

The Magic of Social Media and Why Your Organization Can’t Ignore it

Reasons why social media isn't working for your business

How Social Proof Can Make or Break Your Business

The Keys To Successful Social Marketing Strategies

How to develop a European Social Media Strategy

What Does a Social Media Agency Do?

Apply Social Media Marketing To Your Advertising Campaign

Listening To The Right Voice

4 Characteristics of Social Media Optimization vs SEO

“Should I or shouldn’t I”

Using Social Media Effectively As A Business Professional And Author

The Fundamentals of Social Media Marketing

How to engage with media and consumers on Twitter

Resourcing B2B social media

Home > Marketing > Andy Marken > Social Media 4 Consumers Get Their Voices > Google +

Free PDF Download
Don’t Tell Me Who You Are, I’ll Just Check Your Online Data - By Andy Marken

About the Author: Andy Marken

RSS for Andy's articles - Visit Andy's website
G. A. "Andy" Marken President Marken Communications, Inc. Santa Clara, CA Andy has worked in front of and behind the TV camera and radio mike. Unlike most PR people he listens to and understands the consumer’s perspective on the actual use of products. He has written more than 100 articles in the business and trade press. During this time he has also addressed industry issues and technologies not as corporate wishlists but how they can be used by normal people. He has been a marketing and communications consultant for more than 30 years involved in the wild early days of the Internet/Web, heyday of the videogame industry and the maturing professional and consumer video industries. His experience includes years with Internet pioneer CERFnet, TCG and AT&T. Andy has worked in the software, Web 2.0, video and storage industry with Panasonic, Philips, Dazzle, Atari, NTI, ADS Tech, Pinnacle Systems, CyberLink, InterVideo, Ulead and Verbatim.
Click here to visit Andy's website.

More from Andy Marken
Chicken Little at NAB
When People Talk People Listen Marketing Gets Better
Advertising OnTheGoIf When How
There Are Things More Important Than SizeJust Ask Flash
NetbooksThe Easy Way to Sell More Service

Share this article. Fund someone's dream.

Share this post and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.

Social Media #4 - Consumers Get Their Voices

Related Articles

Related Forum Posts

Share this article. Fund someone's dream.


Name:
Email: