Social media sources are a great way to “listen in” on your customers and get a solid feel for what they are saying about you. I came across a really great example of that this week. On an online woodworking forum, (which I certainly feel is social media) I noted a posting about a company I work with, so I checked out the thread.
The member posted that “Something is Wrong” at this company. The complaint was that he wanted to buy a particular item, but felt it was too expensive there and then linked to another online retail site where a similar product was cheaper. The entire tone was very “passive/aggressive.
For a student of social media marketing, it is great to read all the replies. The company in question is the leader in the field and has a good reputation for customer service. Many members of the forum came to their defense, even going so far as to look up pricing and figure out shipping cost differences.
Over and over again, members recognized that every retailer has items that are more AND less expensive than their competition, and that with enough shopping around, a similar case as the original poster’s could be made for any retailer.
This is EXACTLY what you want to see when you are searching the social media space for your customers. Let me be clear here: The forum community ONLY came to the defense of the retailer because the retailer has spent a lot of time and money doing their business well. No amount of advertising, and no low price point would cause that level of loyalty. Only consistently good products, pricing and customer service will spur your customers to rise to your defense.
No amount of marketing, online or off, traditional or web 2.0 is going to save you if your products or your service are sub-par. Are you searching the web to see what your customers are saying about you?
If the company in the thread was yours, who would write in your defense?
