What Social Media means to your business
I found two interesting posts today that are seemingly contradictory. The first post citing a study done by Knowledge Networks boasts the headline:
The press release goes on to say, “Obviously, a lot of people are using social media, but they are not explicitly turning to it for marketing purposes, or for finding out what products to buy. It’s really about connecting with friends, or connecting with other people,” stated SVP-Group Account Director Dave Tice.
“What we’re seeing is that word-of-mouth is still the No. 1 most influential source, followed by TV. The influence of social media isn’t at the bottom of the list, but it is somewhere in the long tail of marketing – about the same as print ads, or online [display] ads.”
The headline of the second post, an article in Advertising Age Claims:
The article goes on to state,
“All those brands trying to figure the ROI of Twitter? They might do well to follow the lead of the local pizza joint.
- If your business makes a product, make a great product. Even if it’s an inexpensive product, make it a great inexpensive product. The less it breaks, the better people will like your brand
- When your product does break make it easy for people to contact you. Hire great people and train them well. Enable them to really help the consumer.
- Don’t try to squeeze every last penny out of every transaction. That will alienate people.
- Once you fix the problem, follow up with the customer to make sure they are satisfied. Make it real. And really listen.
- Use Social Media first to listen to what your customers are saying about you. Really listen. And fix the things they are complaining about.
- Enable and train your employees to really help the customer solve their problem on the first contact.
- Be friendly and courteous.
- Make sure your company works – for the benefit of the customer.
- Get your Operations team on board. If you want to go on Oprah to give away chicken – make sure your stores have enough chicken to give away to every customer with a coupon (see the videos below to see what happens if you don’t).
- Engage with, don’t just “message” your customers/followers. Ask them what’s important to them and then deliver.
- Think long term, not short term.