Underscore Marketing's president shares five tips for getting the most from social media.
The social media movement has been all about letting companies and their customers talk more openly and freely, opening up a new channel for meaningful communication. As companies learn to adjust to the nuances of this channel, we're seeing both success stories and failures.
What makes a social media success? A big part of it is the recognition of the commitment required to keep lines of communication open. It's a commitment that companies often don't adequately understand, and managing expectations concerning that commitment is a key driver of a successful program.
Those that do understand the magnitude of the commitment and follow-through on it will succeed, while those that don't may end up alienating as many customers as they had hoped to engage.
Commitment to dialogue
When we open up channels for customers to speak to us, we have to be prepared to make sure that the ideas and comments they send to us don't fall on deaf ears. Even if your company is prepared to take the best ideas submitted through a blog or online community to people in your company that have the wherewithal to act on them, that might not be enough. Customers want to see how you're planning to implement their suggestions, and they like to see rigorous follow-through.
Here are some tips that will help you demonstrate your commitment to the conversation:
Next: Don't turn the microphone off