Remember the time when public personalities could say anything and corporations could do anything and both would still get away with it because there was hardly any voice of opposition. Well, that was before the social media. If T-Mobile CEO John Legere had said something similar to what he said last week about the Electronic Frontier Foundation (EFF) before the social media, he would just have received a condemning letter from EFF and a bit of media coverage.
But that would have been before the social media blossomed. Though the internet is the underlying foundation, the emergence of social media was so monumental that it could be the choice of an epoch. And so, instead, what John Legere got was, in his own terms, “a social media riot.” Not just him but many public personalities have got a taste of Twitter and Facebook backlash for detestable acts. Such kind of revolts on social media could impact a person or organization deeply. In fact, you don’t need a big revolt, even small negative feedback could make a huge dent owing to the sheer number of people it is available to and the way it can impact them.
Forget about John Legere.What does this mean for a business like yours? How do use these revolt turfs to your advantage? Yes, definitely shares can propel your brand awareness and help you gain customers. And true, social media is a great place for small and large businesses to market themselves because of the available audience.
But the foremost thing for businesses to recognize is that the social media has given each individual, or you should say each customer, a voice. And this voice can’t be suppressed. To add to that, there are millions other prospective customers listening to that voice and prone to be influenced. Imagine if one customer didn’t like your product or service and posted his or her feelings online, you are poised to lose hundreds to thousands more customers. In addition to the one you previously lost. Now imagine what some positive word from a handful of customers to do to those other influence-prone ones. Again, businesses must remember that today the customer has the loudest voice and longest reach. Maybe through a feedback form, an email or the worst a social media post, your customers will make their displeasure known and when that happens, it could spell doom.
The key here is to pamper your customers, give them attention and do what they say. A single customer obviously can’t dictate business strategy but could make an important suggestion say, about the interface or a bug or an annoying snag. It is important that you take almost every customer’s suggestions into consideration and make efforts to implement them. It actually sometimes overwhelms customers when they witness the changes they recommended and would definitely spread a lot of good words about your business. Of course, to do all of this, you need a customer identity management solution the absence of which could make life extremely difficult. But even then it’s doable because a lot of successful organizations around the world are already doing it.