Social media outlets are not only becoming a priority for businesses to leverage from a marketing standpoint, but they are also becoming an outlet for customers to share their positive and negative feedback, ask questions, and generally engage with other customers and even employees for a feeling of community with like-minded individuals. It is critically important for businesses not to ignore their customers in this domain – we will explain why here!
Something small could erupt into something big (and bad). If you wait to respond to a customer inquiry or problem on social media sites, other customers will see the lack of response and potentially feel a negative emotion. But they may also see the original customer starting to express frustration in a very public manner, which can be contagious and lead to something bigger than was ever intended, especially if others have been treated similarly by you and jump on board. Make sure you have someone monitoring your social media sites and responding to customers at least once every couple of days. You don’t want negativity to linger for long!
Media might catch on. Media folk are always hungry for good and juicy stories. All it takes is one vehemently angry customer who has not been managed properly, and a “great” story as far as a media outlet is concerned is now at the fingertips of potentially zealous writers. It also happens to come complete with customer quotes if the customer writes angrily about their experience on a social media site.
Future customers/clients may be turned off. No one likes to see a lack of responsiveness with a potential vendor or service provider, because they assume that they will be treated the same way if they become a customer.
Your website isn’t the only place people visit to learn more about you. Your web designer has likely built you a pretty site complete with lots of information folks need to know about your company. But it most likely now includes integrated social media links and/or widgets for those social media sites. More and more people are visiting social media sites to actually read the feedback current customers are providing as part of their research about a business. Consider these sites as additional content pages for your website that are potentially even the highest traffic pages, and treat them as equally important as the content hosted on your website.
The bottom line is that no matter how old, young, or web-savvy your customer is, more and more folks are using social media to ask questions, read reviews, and feel a part of the communities created around most types of businesses these days. So don’t neglect your customers by not responding to their inquiries or feedback on your social media sites. It could be the difference between a good business and a great business, and will inevitably save you many a headache.
Cara Aley is a freelance writer who covers a wide variety of topics from digital marketing strategy to health and wellness.