There are a few select products and services that are seemingly difficult to promote on social media, agreed. These might be B2B type products, highly engineered, technical or intangible while also only appealing to the very niche of industries. Your business might operate solely out of long standing and nurtured relationships. This could be relevant to highly regulated industries or even banned products. What about morbid industries like funeral homes or crime scene clean up. The reality is that however obscure, niche or intangible your product or service may seem there is in most cases a way to advertise, and dare we say it, on social media.
Niche product / market
Niche communities are really the silver lining of social media. People gather in topical groups and discussions to share their common experiences, beliefs and opinions. With the incredible rich data available on social media, businesses are able to tap into these communities and speak to their ideal customers. The best part is little to no wastage.
Exclusively business to business
Social media is also increasingly becoming a space to embrace business to business exchanges. With the inclusion or LinkedIn, businesses are able to target granular to decision makers. That’s not to take away from the other platforms, since at least for now….
Technical or intangible product and services
It is fair to say that everyone is open to receiving value on social media and in most cases, businesses hold a wealth of industry knowledge and expertise that can indeed be highly valuable. Content on social media that provides users with value are posts that are served at the right time, with the right message, to the right person.
Few select customers
For companies with reliable customer relationships, you are able to speak directly to these customers via the intimacy of their timeline or social media feed. Smart, innovative and creative strategies allow brands in highly regulated industries speak to their ideal target markets.
Social media excels in connecting niche communities. It’s about finding the right platform and the right communities to speak to about your product or service.
This cuts down on wastage and create a more valuable and valued experience for customers. There is no reason for your business to not be on social media, and if you would like to brainstorm more on how these platforms can be used to benefit your business, reach out to us to set up a meeting, we look forward to hearing from you.
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We will agree with this statement, yes, social media does in fact expose businesses to negative feedback and customer complaints.
The challenge is however that these seemingly bad conversations will happen whether the brand is on social media or not. Ideally you want to be there to address and manage the outrage, or at least be aware of it.
In most instances, consumers turn to social media as a last resort. We often-times find that these frustrated customers have already followed traditional protocol and sent an email to some dusty inbox only to be responded with a generic reply. They have called through to the customer care centre only to find themselves in an ongoing carousel of being put on hold. You might find, in some cases that the person had reached out via private message on social media, before… taking it public!
Customers are demanding more from brands.
They have gained a sort of public power. Anyone with a social media account is a journalist of sorts and with an easy swipe open of their lock screen can direct a complaint to any brand or company for the world to see. Of course, once one complaint has been aired, it gives licence to other complaints to come out into the open. And so one seemingly innocent online complaint could turn into a viral storm of trending hashtag(s). The true reality is that consumers, you and me, just want good service and value for money.
Customers want to be heard and ultimately valued.
People use social media to level the field between them and big corporate and all businesses should do is turn a kind ear to listen, address and then consider whether maybe they should implement change into their organisation.
Yes, its scary. No one, not even big business wants to be exposed to a social media scandal, however rather listen, be active and address concerns before they turn to complaints especially since taking on feedback could make for good business returns.
If you as a business owner still find social media too daunting to even consider, reach out to us. CLICK HERE
We have many years’ experience in this space while also taking into consideration consumer behaviour, social media trends and human psychology to assist and support our clients in managing their social media strategies and implementing crisis management processes.
Get in touch with Social Media 101. CLICK HERE to contact us.
Social media has connected the world and has provided a platform for consumers and businesses to engage, publicly and privately on an open platform. This provides great opportunity for all involved, and also great risk.
A social media crisis management strategy is critical for businesses of any nature or scale and should be considered very seriously and with high priority. This strategy will assist your company in navigating a potential social media crisis, providing pre-prepared guides and best practices to weather the storm. Effectively anyone is at risk and everyone should be prepared where we should all hope for the best, and prepare for the worst.
How to mitigate online risk:
1. Hire skilled social media managers, whether in-house or outsourced, who are able to identify a potential storm. They will act as your early warning system; however, it is also important to note that not every negative comment is a crisis and so a grading and escalation system should be decided ahead of time.
2. Draft, review and implement social media policies for all employees within your organisation. Education is key, so ensure to upskill your staff to keep themselves safe online and your company free from risk. Your team will also need to know what to do in the event of an online crisis.
3. Implement an employee advocacy program where you upskill and enable your employees to be first line of contact. Equip them to be able to refer potential clients within their network, respond to queries and detect any potential crisis on the horizon.
4. Consider industry scenarios that could expose your business to online scrutiny and prepare for these ahead of time. Ensure your organisation is able to be agile in these instances and implement processes to support this.
5. The best way to mitigate risk is to be transparent and truthful. Clients, customers and consumers want to feel like you have their best interest at heart and know that where they are investing, they feel valued.
It is important to be prepared and recommended to enlist the support of a team of professionals to assist in implementing a robust social media crisis management strategy. Consider your legal team, HR Managers, PR consultants and social media specialists to assist and also ensure that they are agile to respond and support in the event of an online crisis.
Get in touch with Social Media 101. CLICK HERE to contact us.