It wasn’t so long ago that myspace, bebo and faceboo
Keeping engaged with existing and potential customers is at the fore of this new business function, but other important issues are also raised. The complaints procedure and bad publicity, for example, have been completely changed by social media interaction businesses. Companies who have not invested the necessary time and resource into strengthening the way they engage with customers through social media run the risk of being left behind.
Continuity
One of the biggest influences that social media has had on people as a whole is the way we prefer to absorb information. Status updates, tweets and “likes” are tiny snippets of information which can either work for your business or have customers and leads wandering across to competitors. We no longer want large amounts of authoritative information to be convinced of a commercial benefit, we want small snapshots.
The vital thing is that these bite-sized interactions are regular, several every day, engaging, and often humorous. A funny anecdote or comical sketch is much more likely to have customers engaged than a long form marketing message.
Reputation Management
With this constant presence though, comes increased exposure to negative perception. It is now simple for even the smallest of negative comments from a dissatisfied customer to spread like wildfire. While some may deliberately seek to achieve this, the majority of stories where businesses’ online reputations are damaged through social sharing, have come through entirely innocuous messages.
Never before has it been so vital for businesses to keep a close eye on the way they reach out to customers online and equally how their customers reach out to them.
Do you have a structured social CRM Software strategy?
As this arm of business marketing becomes more vital, the need to bring in experts to manage this function is growing too.
