Mark Wilson

 “Very few people act as if they’re automated social media bots. So why do companies?”

There are 5 ways that companies could be using Social Media to be more creative and stay ahead of their competition, but usually don’t. The problem is that they don’t understand how to properly use this tool, because they model it after their traditional marketing methods and simply use it as a 1 way blasting of company promotion. However, the companies that are flourishing now-a-days are taking a different approach…. they’re using SM as a 2-way communication tool with their customers.

Here are the 5 tips for corporate Social Media use, see what you think of each:

1. Companies don’t ask their customers for new ideas over social media.
Most consumers love the opportunity to voice their opinion about a product and how it could be better. However, we’re not going to take a shot in the dark at a company and send over our requests. Businesses should be ASKING consumers for feedback, tips, pointers on their day to day business operations (be it related to product, service, marketing, etc.). By getting the consumer involved, a business can be ensuring their satisfaction and increasing their likability through interactive communication.

2. Companies use Social Media for themselves, not their consumers.
This one is pretty straight forward. Businesses are simply running marketing through their social media and not actually interacting or giving the consumer any personal benefit. Kemp Edmonds of Hootsuite laid it out that companies should be posting, tweeting, etc. 80% of the time with information or promotions for their consumers (i.e. contests, valuable tips and info, sales, etc.) and only 20% of the time actual marketing of products or services. Applying this rule, businesses can gain a following and have customer interaction, rather than simply spouting out product information that nobody listens to.

3. Companies don’t have the time or workforce!
“We can’t handle a social media plan, it just takes too much time and doesn’t give us any returns…”
Unfortunately, I have heard that one before. The problem is that companies don’t understand that it really doesn’t take THAT much time to manage a couple social media accounts. Sure, you need to make regular posts and be interactive, but it doesn’t take hours in a day or require a new hire! With some proper information and training, more companies could be increasing their web presence with a few minutes here and there each day, but who’s there to tell them? That’s where we come in, the generation that has been raised (and some of us trained) with new web trends can enlighten those ‘dinosaurs’ with a little ‘how to’ on the social media front.

4. Overwhelmingly Positive Feedback = ‘uhhh, thanks… but what do I do now?’
This is a bit confusing to some. Your company is getting tons of praise and positive feedback through your social media outlets, great rigth? But where do you go from here? A lot of companies simply take it as a ‘thank you ma’am’ and go about their daily operations, continuing to flourish in their accomplishments. But the real successful guys…. know what they do? They look for the consumers dropping negative feedback: why is it negative, what can we do to make it positive, etc. They also don’t just ‘enjoy the moment’, they communicate. In response, one might reply with a question asking the consumer how the company can be even better or for ideas on new product attributes (think #1 – see how this is all tying together?). So, while positive feedback is great, we need to constantly be communicating with our customers and looking for new and creative ways to stay on top of the market.

5. Feedback is never used to actually improve the company
Last, but not least, all of the above points comes down to one thing. Action. We’re communicating with our customers, we’re getting feedback, we’re taking their suggestions, but now we have to actually do something with it?!?
I would say this is probably one of the biggest problems I see in the market (except for those real successful guys who actually listen AND act). Companies are slowly getting the hang of using social media, which is great, but they need to learn how to apply the feedback they receive into their product/service. That’s not to say that we must use every suggestion, but if something is reoccuring and a logical change, maybe, just maybe, the consumers are right.

To sum it all up – Companies need to get more involved online, listen to their customers, and then take that feedback and stay ahead of the curve to be on top of their market.
Those who are most creative in the market today are pulling through a global recession with record gains.

To finish, I leave you with this quote… hopefully it gets you thinking.
In times of struggle, some will cry, and others will sell tissue

Sources
Edmonds, K. (2011, 10 26). Marketer. (M. Wilson, Interviewer)
Gibson, R. (2012, 01 17). 5 ways Businesses can use Social Media as a tool for progress. Retrieved 01 18, 2012, from Mashable: http://mashable.com/2012/01/17/business-social-media-progress/