I have noticed a growing number of social media marketing campaigns which are just that – purely marketing/advertising.
Now before you all get a bit hot under the collar – I must point out that there are quite a few companies that are using social media superbly and this is something I will discuss in more detail in a later post.
What I want to focus on is the issue with using social media as a pure marketing or advertising platform.
Companies have, now more than ever, a real opportunity to harness the power of social media to establish clear and transparent lines of communication with their customers.
Think about it this way – if you were walking in a shopping center (which you probably do more often than not) and Mr. Campaign approached you to sell you his company’s latest gidizmo gizmo, my guess is that you would probably say thanks but no thanks – even you you used the company’s other brands.
Following the call you receive a 1 month supply of the product just because of the trouble you had and you thought that this is really superb customer service (bear with me on the long story).
You then go online and search for the the product and are led to their Facebook page where you become a Fan and let people know what a good exxperience you eventually had.
As soon as you post the message the data is fed back into the company custom service department and you receive an email thanking you again for your kind comments and inviting you to a new product launch.
Now – if you are again walking in the shopping center and Mr. Campaign approaches you with the same line, don’t you think you would probably say hmmm let me have a look.
Don’t you think you be that much more receptive to any brand the company now has to offer?
My point here is that with social media we have the power to take customer service levels that much higher.
Build trust, transparency and be honest – then when you try and market or advertise to your customers they will be that much more receptive to what you have to say.
Do you have any similar experiences?