Social Media: The “Not So Silent” Killer
At this point in the digital age, everyone should know what social media is. Chances are, you have a Facebook account, or happen to use Twitter. Most of us are firmly entrenched in various online social channels. And yet, for some reason, most business are not.
From my personal perspective, my expertise in social media and search engine optimization set aside, I find this rather odd.
Why, exactly, would someone who owns a business, and uses things like Facebook and Twitter to stay connected with friends and family, not use it to stay connected to their customers, or potential customers? Seems a little weird, doesn't it? My point exactly!
Now, if you happen to be a fellow marketer and you're reading this, than you've likely heard of some of the big successes some companies have had using social media to improve their business. You may not know how they did it though. Well, it's a little complex in all it's simplicity. And no, that wasn't a typo. You read it correctly. Complex in it's simplicity. So, let me explain.
Social Media Optimization involves many things. Discovering what your message is, and what your demographic is. Who makes up the core component of your customer base. If you don't know this, social media can help you learn it. Take some time to check out social channels. Twitter and Facebook allow you to search. Make use of it. Search your brand name. See what people are saying, if anything. If it's good, than foster that growth and give the people somewhere to interact with one another. Drive the conversation. Interact with the people! Let them know where they can find your business officially online. Create a Facebook page, create a Twitter account, get a LinkedIn company page if you are more geared towards B2B sales/services.
When you take control of the conversation, when you monitor it, it allows you the opportunity to act quickly if things go south. If you release a product for example, and it some defective units get out there, you'd better believe that people will lash out online. Why? The internet gives people a safe place to vent without fear of retaliation. And vent they shall!
Now, on the subject of venting... The darker side. What if the things being said online are bad. Horrible ratings, reviews and it's all snowballing. What does it all mean? Well, in some cases, brand death. Social Media is the "Not So Silent" Killer. It can destroy your brand reputation just as it can improve it.
Don't believe me? Maybe you've heard about Dave Carroll and his experience with United Airlines.
In the spring of 2008, Sons of Maxwell were traveling to Nebraska for a one-week tour and singer/songwriter Dave Carroll's Taylor guitar was witnessed being thrown by United Airlines baggage handlers in Chicago. He later discovered that his $3500 guitar was severely damaged. They didn't even deny the experience occurred! But for nine months, the various people Dave communicated with put the responsibility for dealing with the damage on everyone other than themselves, and finally said they would do nothing to compensate him for his loss.
As a result, Dave promised the last person to shoot down his claims for compensation (Ms. Irlweg), that he would write and produce three songs about his experience with United Airlines and make videos for each to be viewed online by anyone in the world. The first song can be found here on YouTube. It currently has near to 11 million views.
Think this hurt their sales? You'd better believe it. Within 4 days of the video being posted online and going viral, United's stock price dropped 10%, costing stockholder's about $180 million.
So, still think you can ignore what happens in the social channels? I hope not.
Brand awareness and management is of ever increasing import in a digital age where people can communicate their poor experiences with a brand globally, and near instantly. You seriously need to consider a social media strategy.
October 28th, 2011 - 09:36
Finally! This is just what I was loonkig for.