I often read and learn about the various and newest online tools companies should implement in order to build relationships and engage with their customers. As described in, Social Media ROI and Demystifying social media, it's not enough to just implement these tools. What is important is to know how to use them and how its function is not a standalone initiative but should be incorporated in the business' goals and objectives and as an add-on to the other communications programs. This concept is by far the most important in successfully building a reputation online.
Customers are going to talk, they are going to express their views, opinions and experiences and they are going to do it on a platform that will get other people's attention. People like nothing more than to share a positive or negative experience they've had with a brand or company with their friends and colleagues. Word of mouth happens whether we like it or not and the way people are making their voices heard is through social media. Thus, companies cannot afford not to be where people are talking about them. Furthermore, to provide the platform where people can make their voices heard allows a company instant access to what is being said about them and the ability to control or mitigate a potentially negative outcry. It also allows companies direct access to build meaningful relationships with their customers.
A tool can quickly lose momentum or popularity if companies don't use them correctly. Foursquare and QR Codes will only be successful if users feel there is value in using them. People will not follow a brand on Facebook or Twitter unless they are given a reason to. It's not enough to want people to like your page or follow you on Twitter. What's key is that there is always a call to action to keep people engaged and able to share and comment with others. And for users who are like me and mainly use social media as a source of news and information rather than to engage, it is important for companies to keep an online activity current, relevant and ongoing.
I like using Foursquare because it's easy to use with just a quick click to check-in somewhere but mostly because it became a competition among my friends to steal mayorships away from them. However, I am less inclined to use it as often as I would like because it often holds little value to check-in to the same place many times when I get nothing out of it. I may get bragging rights with my friends but I don't get acknowledgement from a company for being a valued customer. O&B Canteen is the only place where I have checked in that would make it worth my while to strive for mayorship.
Steam Whistle has a great Facebook page. They are constantly asking for their fans to engage with them by responding to their posts or by allowing them to post their own pictures at various events or holidays. They keep their content ongoing, current and relevant to calendar events.
I can't say whether me liking these companies on a social media level holds a purchasing power over me. I do know I look at these brands favourably which would probably not change if I heard something negative about them.
What companies or brands do you think are doing it right or wrong?
