Written by: Tony Zayas
One of the very reasons that many businesses shy away from social media, or don’t go all in on social media, is exactly the reason why they should be. What I’m referring to here is that unsocial businesses do not have full control of the messages conveyed about the business. While this may seem scary to those living in the old world, this is understandable yet the truth is that in today’s world, everyone is part of social. And if you don’t think so, you just aren’t aware of it.
Conversation on social media will happen, why not be part and stand up for your brand? Here are three reasons to do just that.
The very things that businesses don’t want to be said about them in open forums, like social media, actually often presents greater opportunity than any possible damage. Before I go any deeper in explaining, the only way to take advantage of this opportunity is if the brand is in the game — meaning the business is active on social media to interact with the parties expressing something less than positive about their brand.
Now, talk about not having control of your brand message, since that is exactly what’s happening when businesses are not showing up on social. They are defined by what others say about them, and have no opportunity to set the record straight or define the brand themselves. Whereas when you show up, you have the opportunity to put your best foot forward and correct unfortunate situations.
The great news about criticism and complaints that pop up on social is that when your business has a presence, you can respond. Another great thing is that for the most part human beings are pretty happy to give businesses a second chance, if they feel it’s warranted. Of course, part of this is that your business must be willing to right some or many of the wrongs that have happened, but when that does happen both customers and observers tend to leave with a smile.
Should the situation arise, the one that you’ve had nightmares about where customers are saying damaging things about your brand, get involved and take action. Remember, everyone’s watching, so do the right thing. If you do the right thing and take care of the customer you’re developing an opportunity for your audience to see you in an even better light than they had prior. This goes even if the complaint criticism was warranted in the first.
People understand that businesses will make mistakes and not always deliver 100% satisfaction. What they cannot live with is poor customer service. By publicly demonstrating excellent customer service, you are creating a situation where you can win over lifelong brand ambassadors.