- Category: March 2013 - Social Media Marketing
Engage with greater transparency in social media and your customers, employees and partners will highly appreciate that. Give undisguised insights into your organization and invite others to a dialogue can help you to succeed in your business field. The more you open up, the more point of contacts you provide to others, and the closer you get to your customers. Ideally, you even generate loyalty.
Social media has little in common with a pure marketing or sales channel, although this misconception is still prevalent in many companies. In social media it’s all about communication with customers. If you are active on platforms such as Twitter, Facebook and blogs, you can offer not only the information, but must also expect unexpected behavior of your customers and respond appropriately. Don’t forget that social media communication is a two way street, allowing access to your business. If your customers ask questions on individual platforms, take them serious and give answers, even if your Facebook or Twitter activity was not planned as a new customer service channel. It will ultimately pay back on your reputation.
In that kind of real-time communication you can’t dive away in a crisis situation and ignore the unpleasant questions of customer and multipliers. Those waiting for official answers and emphasizing a lack of jurisdiction lose credibility in the public debate. Companies must learn to listen and can’t block out the digital world. If you are under public scrutiny, because a product is faulty or a person has done wrong, you should not make communication crisis out of it to top it off. Appreciate social media as a chance to have a dialogue, even and especially in bad times, so that you don’t lose your reputation capital.
If the person responsible in your PR department should not be willing to do the job, you should think about a replacement of the person, since it gives the impression that coping with the challenges of the modern age is a problem. Fact is that in times of crisis, you can’t afford digital ignorance.
Without clear added values, your social media activities will be uninteresting for many of your stakeholders. Therefore, your content should be compelling and relevant. Be assured, the effort is worthwile, because your brand fans are very critical to your business success.
Thus, provide your customers with reasons for recommending your products or services. Take them through your content as easily as possible. Give out, for example, stock photos, videos and texts that meet customer needs. Exclusive events and discounts have a direct effect on your reputation as well.
Don’t bore anyone with your content. Entertainment is important for success. Customers and employees do not only want to just get good information, they expect having fun with great stories or videos, too. Storytelling is appreciated and seduces those people online to revisit a blog, a Facebook page or subscribe to Twitter feeds.
Since markets are places of communication, allow your customers to talk to one another about their issues and your brand. Encourage dialogue and take part in it. Don’t control the conversation, but make clear that you are listening as active monitoring and recording of customer feedback will improve your products and services further.
Let your personality shine. Anonymous staff won’t create confidence for your organization, instead present transparency and credibility. Only in this way is it possible to build long-term trust.
By Daniela La Marca