There is a high chance that your company is using a popular social media channel for sales and marketing purposes. That is all well and good. But are you really using this marketing tool to its best capacity?
Social media channels are seen by most marketers today as an excellent tool for sales lead generation and especially for advertisement purposes. Websites like Facebook and Twitter allow your customers to “share” and “retweet” your announcements and promos, providing you with a larger audience and letting your followers feel like they are a part of your company. But this is not the only way your customers will interact with you through your Facebook or Twitter account.
Social media presence is seen by active online consumers as a way to communicate directly to you. When your target market is unsatisfied with the service or product you have provided, they will not hesitate to post a comment on your account’s wall stating their dissatisfaction for all the world to see. You might think that regulating which comments appear on your wall would be the easiest answer. Well, it can be. Except there is a better way to deal with such expressions of opinion.
These comments can be a great way for your company to show how much you care for your customers. This functionality of social media is often neglected by marketers, which leads to a large percentage of disgruntled consumers. Why not leave those unsightly comments that appear on your company’s social media wall and instead focus on finding a remedy for the stimulus which instigated the comment? Then, post the solution or answer as a reply to that initial comment, rather than just leaving a “please contact our support hotline” message. People will see this as a sign that your company actually has a live social media presence. Not just one of those fan pages created to advertise a brand and then left to collect dust in cyberspace.
Companies who respond to user queries and issues are more likely to retain their customers, and having solutions handed to them directly will provide better satisfaction for your customers. A satisfied customer will not think twice about referring your brand to his or her friends and relatives, inadvertently becoming your brand evangelists and providing great chances of generating more sales leads for your company. Additionally, when others encounter the same problem, they can check your social media wall and find the answer there. This would lead to a good chance of people “sharing” or “retweeting” your solution, which equates to more publicity for your company.
These discussions and queries can be also used by your company for optimization of products and services and future marketing decisions. The multinational corporation, Dell, is already taking advantage of this strategy, so why shouldn’t you?