Companies are looking increasingly at social media as the answer to their declining marketing dollars. Just as the recession has exacerbated the decline of traditional media, so it has given meteoric rise to social media. The reason? It’s cheap. But unfortunately, many companies don’t know enough about social media – and she is a fickle one, because she’s controlled entirely by your customers. Some love you, some hate you – and they all have an equal voice.
Any company that is thinking about getting into social media should, but not in the way many think. Forget launching a Facebook page or holding a contest where people can make their own commercials about you. Instead, just monitor what people are saying about you.
1. Go to Google Alerts and enter your company’s name in the Blog Search area. Google with then monitor all mentions of your company and send you an email. There are a couple of other search engines for this, but Google does a pretty good job.
2. Visit Twitter Search on a regular basis. Enter your company’s name and you’ll see, in real time, what people are saying about you.
Anyone not doing this and thinking about social media is insane. These two tools can provide any company with basic means of monitoring their customers’ feedback. And here’s the best part – you can respond. Here are a few examples of what’s being said about a company in our area. Ask yourself what you would do if you saw these comments:
1. Jan: Is glad to be home after nearly being stranded. First experience with XXXXXX and the flight was cancelled!
2. wineb: Just got ‘free’ tickets on XXXXXX! NEVER been on a plane before– I AM SO EXCITED!!!
A quick note back to Jan could make her realize that the company cares about her cancelled flight (and provide incentive for a future flight). Another note to wineb could share in her excitement about a first time experience. By reaching out to these people at the right time, not only will they become more bonded to the company, but they’re well on their way to sharing that goodwill with their friends through these social media tools.
And you wondered why no one was joining your Facebook page.
Do you have any positive social media stories worth sharing?