Social media is quickly becoming the norm for peer-to-peer communication and information dissemination. Now companies will have to join the fray. If your company hasn’t, it’s time to jump in. Consumers can make noise and you’ll need to respond faster to complaints or questions.
Michael Bush from Ad Age states, “By rewarding complainers with lightning-fast responsiveness, are marketers training consumers to publicly flog them rather than take the discreet and often-frustrating route of calling customer service?” Interesting point. Put another way, will consumers cry wolf to get a refund, save a buck, or game the system?
Does it make sense to train consumers to think the best way to get a faster service is to bash your brand, to tell every one of their friends and connections about a terrible experience, and do it all in the public domain. With the power of social media how will companies respond? Sometimes meeting customers where they are, in the social media centered world, is not the best venue for solving all of your company’s problems. But then again, maybe it is.
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