“Social media is one of the first and most raw places for companies to get a snapshot of what people are thinking. Businesses must cultivate best practices in customer relations to reap excellent customer feedback on such platforms,” – Forbes.com
As a mass outreach platform, online social media has excelled itself in terms of promoting communications in the modern world. In addition, the domains of personal activity and commercial actions have converged sharply in the world of social media in modern times. Therefore, brands and businesses must work to ensure that they receive good feedback via social media in order to safeguard brand reputations and to consolidate and defend their chosen brand images. We must note that good feedback helps to ensures that brands and businesses can validate their business models and refine the construction and execution of their business policies.
Every customer has the power to respond on social media and therefore, commercial organizations must ensure that every customer is fairly treated. This is important because uniform business practices can help enterprises to reap good feedback via social media. On the contrary, unfair treatment opens the possibility wherein, irate customers can vent sharp views and opinions through social media. These actions can invite negative publicity and negate any goodwill that a brand has earned over the years. Therefore, businesses must upgrade their training and customer service regimens to promote the value of fair treatment under all circumstances.
Brands must deliver on their promises so that customers and market observers alike can vouch for the authenticity of the brand. This assumes significance because the sheer multiplicity of brands that populate modern markets tends to confuse and irritate the customer. A consistent and unified brand voice can ensure that a brand message stands out in the clutter referred to above. Consequently, this can assure customers of a uniform brand experience. We must note that this is one of the techniques that can enable a brand to harvest good feedback via social media. In addition to the above, a brand must periodically sample customer reactions in a bid to sample the flavour of the feedback.
Modern businesses must cultivate a regular presence on social media platforms. This can enable the said entities to cultivate a fan following and to promote brand evangelisers. The active persona of a brand in online media can help it to attract a wide following, while its regular interactions can elicit good feedback via social media. In addition, a business must boost online interactions by devising online quizzes and snap polls. These devices help to pique the curiosity of online customers and spark renewed customer interest in a brand or business. These strategies essentially underline the business imperative of creating and sustaining a regular interaction with customers of a brand or business.
The offline world remains the preserve of traditional business models and therefore, brands and businesses should focus special attention on offline customer interactions. Marketing strategists and business managers can invest their efforts to create amazing brand experiences for customers that frequent traditional brick-and-mortar business premises. An outcome of such experiences can emerge in the form of good feedback via social media. For instance, an electronic piano maker can choose to empower its customers to create tunes on its instruments housed in a brick-and-mortar location. We may infer that delighted customers may utilise the opportunity to unleash their creative energies, thereby igniting a unique brand experience in said location. The brand may be justified to expect that said customers would celebrate the event on social media platforms and reward the brand by offering good feedback via social media.
Hashtag campaigns represent a modern iteration of certain traditional marketing techniques. Brands and businesses can harness the social media hashtag to promote new products or to raise awareness regarding the latest product and service offerings. We must note that these campaigns must be carefully orchestrated in order to gain the maximum mileage in terms of social media participation. Heavy participation indicates high user enthusiasm and significantly boost the chances of inviting good feedback via social media. We must note that businesses that embark on hashtag campaigns must invest brainpower into the essential focus of such campaigns. For instance, a new product or a new experience can form the core of a hashtag campaign. The subsequent velocity of the campaign on social media will likely be regulated by the various inputs provided by the brand or the business.
Special customers deserve special treatment. Therefore, a brand or a business can request said entities to author guest contributions for company blogs. These bodies of customer opinion can be hosted on flagship websites for wide dissemination among online audiences. Readers and customers can be encouraged to provide their views in the form of good feedback via social media. We must note that these guest contributors must focus on a specific brand experience and describe that in their own words. This exercise can gain priceless mileage for a brand especially among online audiences.
Customer delight is a crucial component of modern brand experiences. Every customer expects to be delighted by businesses because it helps them to feel valued and privileged. This is essentially a human weakness that brands can capitalise upon to elicit good feedback via social media. For instance, a commercial airline operator can waive excess baggage charges for regular travellers. Alternatively, the business can upgrade regular travellers to a higher category of in-aircraft seating and services. These scenarios can delight and surprise customers, resulting in the generation of effusive feedback on social media platforms. We note that such feedback is priceless for the business enterprise and can generate significant upticks in business performance.
Intelligent entrepreneurs can work to boost their marketing campaigns by harnessing genuine customer interactions in the form of video interviews. These media artefacts should be thoughtfully calibrated and tastefully produced, and subsequently find a pride of place on flagship cyber presences such as corporate websites. The wide dissemination of this form of media promotion can invite good feedback via social media thereby fulfilling key campaign objectives. That said, we note that genuine customers must be selected for such projects. These personnel should be positively disposed toward a brand or a business and must be encouraged to relate or narrate brand experiences in front of the camera. An extension to said campaign may commence when customers react to these customer videos on social media platforms, thereby affording the business a chance to sample the public reaction.
In the preceding paragraphs, we have examined some of the techniques that enable businesses to gain good feedback via social media platforms. The techniques may be diverse but the objective remains the same. Great feedback can enable modern commercial organizations to achieve credibility in the eyes of an expanding arc of customers and potential business prospects. The value of such feedback is underlined by the fact that customers tend to trust the views and opinions of other customers. A steady flow of genuine customer feedback can also help a brand to build upon its business reputation and to deliver steadily on its brand promise. That said, customer feedback also empowers brands to devise their future brand strategies by replicating key elements of successful brand campaigns.