Lastly, follow through
Though these media may force you to engage with your customers on their terms, it does not change the fundamental nature of the relationship: They are your customers (or at least potentially so). As such, they will expect you to address their questions (or complaints) with the same attention as you would via more traditional customer service channels. These expectations may seem contradictory or even unfair in light of social media's more informal atmosphere, but your willingness to accept these terms of engagement can set you apart from other brands.
Twitter may epitomize these competing expectations best, with its simultaneous drive for brevity and immediacy. Customers you please may or may not praise your efforts to their followers, but those you don't will state their displeasure swiftly and bluntly. Whether broadcast as complaints on your Facebook fan page, or as 140-character open letters, your responses must reflect the same responsiveness and professionalism you would show a customer who has waited too long on hold for customer service. Servicing customer needs in such public forums may not be comfortable, but well-handled resolutions will demonstrate -- and broadcast -- your commitment to customer service more authentically than any slogan or tag line.
Those of you advocating on behalf of a more formal brand may need to shift your tone of voice when utilizing these media, but you cannot afford to make the mistake of thinking professional customer service etiquette does not apply. Edgy and more casual brands will likely find social media to be familiar ground, but may miss the opportunity to enhance their perceived accountability.
Conclusion
Social media tools like Facebook, Twitter, Flickr, and YouTube encourage candid dialog and responsive interactions. Most people appreciate those qualities in any relationship -- not just the one they have with their vendors of choice. When combined with a willingness to be accountable, these elements provide the raw material your company can use to create positive brand experiences.
The barrier for entry to participate with these media is so low that it is tempting to just jump in and figure it out along the way. Some folks may advise you that since these media cost nothing, you have nothing to lose. That perspective forgets the possibility of a company damaging its brand reputation. So while it is untrue that engagement with social media has only upside, it is true that these tools offer potentially huge returns on your investment. Keep the three principles outlined in this article in mind as you craft your social media marketing strategy, but if in doubt, remember the Golden Rule: Engage with your customers as you would have your vendors engage with you.
Mark Badger is a senior consultant, experience design, at Molecular.
On Twitter? Follow iMedia Connection at @iMediaTweet.
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