News flash: Consumers are on the internet and they are active in social networks. In fact, Facebook has over 350 million users. That’s a lot of users!
Without being a control freak, what are you doing to reach and engage those users?
Think about this. 46% of Facebook users would talk about or recommend a product on Facebook. 44% of people have recommended a product on Twitter.
More than ever, consumers readily share brand-related information with friends, followers, and acquaintances connected via social networks. Where are brands involved in these conversations? And what impact does this have on a brand?
What Should a Brand Marketer Do?
I’ve always asserted with my Loyola Marymount students, “Consumers own the brand. As brand managers, it is our responsibility to guide and shape how consumers view our brand. To communicate the positioning of our brand.”
Truly, just about anyone can get online and talk about a brand. Positive or negative. It can happen on Facebook, Twitter, a blog, you name it. Rather than try to control the messaging, brands have to learn how to interact in a genuine and responsible way. It’s important to acknowledge consumers are quick to determine authenticity. Try to fake out your customers and you’re more likely to get caught than not.
“No comment” won’t cut it when a customer with 50, 500 or 5000 followers on Twitter is screaming in 140 all capital characters how horrible your service or response time is.
On the flip side, wouldn’t you embrace a glowing comment? Wouldn’t you thank the consumer for his business and remarks? Have her talk about you and let the world know what she has to say?
It’s not Consumers vs. Brands
Joining the online conversation in social media does not mean controlling the conversation. This isn’t a power struggle between brands and consumers. It is an opportunity to engage, to interact, and as social media authority Mike Prasad shared recently – to ACTIVATE your audience.
Brands don’t have to compromise a culture but they do need to adapt. For example, with complaints, brands in social media can retain customers, exceed expectations, and interact with customers based on their preferences. With positive remarks, brands can share the good word aiding new customer acquisition.
Social media is a powerful tool that cannot be subject to the old-fashioned constraints of PR approvals. Consumers are engaged in a very public, online conversation about almost any activity or business one can conceive. Brands must be interesting, helpful, and relevant. And not control freaks.
You cannot be a control freak in social media and expect a positive ROI!
Embracing the Fully Interactive Experience
Rather than force the old push or broadcast only methods, embrace the fact that consumers are talking directly to each other and brands within the fully interactive experience. Many of us advertisers have paid big bucks for focus groups and survey intelligence to gain consumer insight. Well, it’s now also served to us in the form of comments, likes, retweets, and #followfriday recommendations now.
2009 was more than a test year for the power of social interactions on platforms like Facebook and Twitter. The year proved there are real business effects resulting from brands engaging and activating audiences within social media. Tools like Twitter are enablers to the fully interactive process between customers and marketers.
If you’re still fearful and wanting only to broadcast, i.e. be a control freak, then ignore this in 2010 at your own risk.
By Lydia Chen Shah, Director Marketing Communications