Many businesses are using the wrong criteria to justify their lack of participation in social media.
- I don’t have the resources
- I wouldn’t know what to “tweet” (accompanied by a sneer) about
- I don’t care how many people in Australia “like” my business
- I’ve waited out bigger fads than this and been fine
This type of thinking is all wrong.
Social Media is neither a fad, nor a measure of how cute you look in your photos. It’s a customer service channel, and it’s time you started thinking about it in those terms.
Consider some of the findings in this new survey commissioned by Zendesk.
>> When asked if a lack of response to a social media complaint would deter them from being a customer, 50% of the respondents said Yes.
>> It gets more interesting. Of the respondents who had actually made complaints about customer service on Twitter, 79% said they received no response.
>> And then this: 75% of the respondents whose complaints were responded to said the mere acknowledgement was sufficient.
In other words, they just want a cuddle. Are you too busy, too tired or too selfish?
The Brand Interventionist Recommends
It doesn’t really matter what you think about Twitter or Facebook, any more than it matters what you think of the telephone as a device for communication.
What matters is what your customers think, how they act, and how your business is affected by both.
If your customers are using social media, hello: What you require is not only a kick in the pants to get going, but a social media strategy, which takes into account your resources, and lays out a plan for the golden triumvirate of monitoring, responding and providing value.
Hoping social media will go away is like hoping your customer will stop complaining. They may, but it’s not much of a success strategy.
Here’s a pretty neat infographic that tells the survey story.