Did you know that 71% of big brands leave customer tweets unanswered?
This number not only reflects poor customer service, but also defeats the purpose of social media – to communicate and engage with current and future clients in a way that would otherwise not be possible on such a large scale.
What are the consequences of so many unrecognized tweets, posts and reviews? A lessened brand reputation. Word-of-mouth is still the strongest influencer in the purchase path, and ignored concerns or complaints will certainly leave users with a bitter taste.
The ability to insert your brand presence into numerous conversations and social networks should be seen as a marketing advantage. It allows you to monitor your reputation, and gives you the opportunity to avoid the negative spreading of dissatisfaction that can result from issues such as ignored tweets. Although it’s not realistic to expect every question or comment to be addressed, it should absolutely be more than 30% of brands that respond.
Customer feedback is a crucial way to gain insight into consumer trends and product/service happiness. Facebook, Twitter and Google+ are three of the main outlets in which users will turn to for social responses. In fact, over half of consumers value a brand’s Facebook page over their official website – meaning they will likely conduct company research on social networks. The following are tips on how to utilize reputation management within social networks.
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Social Reputation Management Best Practices:
- Don’t go DELETE-happy: While your initial reaction may be to delete anything that could present a less-than-perfect image of your brand, it’s critical to tread lightly in these situations. Completely erasing a comment can be worse than ignoring it – and will only further upset customers and tarnish your reputation.
- Offline Affects Online: Customer experiences will be communicated to others – that’s what the internet is all about. Over 70% of consumers trust the reviews of others more than any form of advertising. “Reviews” are not limited to niche sites such as Yelp, but are now being posted on Google+ and Facebook as well. Work toward satisfaction in all places.
- Be transparent: The best action is always an honest response. It’s been proven time and time again that responsibility and transparency are highly-valued in customer service. Of course, brands need to be diligent in distinguishing unfounded, mean-spirited comments from those that are grounded in truth and deserve a response.
A social presence is absolutely necessary for businesses today, and it’s important to ensure that those networks are helping – not harming – your future success. For more information, or a reputation management audit, contact ZOG Digital today.