superuser

How are companies figuring out how social tools can be used most effectively to meet the needs of this new online consumer? And, importantly, what should they be doing to make use of this social media to the fullest?

The “Edelman 2010 Good Purpose Study” showed that 86 % of consumers globally believe that companies need to place at least equal weight on society’s interests as they do on business’ interests. Brands will get smarter on how to engage with consumers as citizens – it’s not just about consumption, but about being true citizens of the world and aligning themselves with relevant and local issues. Brands need to provide multiple touch-points for consumers. Brands and corporations need to engage consumers at all levels.

It only takes a few bad reviews or complaints to result in lost opportunities and a damaged perception or brand. Your customers are online and it is vital to manage your online reputation in order to protect your brand as it may be the first impression the public gets about you.

Social tools, like Facebook, Twitter, Youtube and blogging sites with endless agendas have magnified the voices of your clients and potential prospects for your business. Let’s face it, almost anything can get posted about you or your company regardless of the facts.

Despite the excitement, budgeting, and energy being put into social media campaigns (see Jay-Z case study) there is nothing about it that guarantees your reputation will improve. Instead, your reputation is merely amplified by using social media. Social media accelerates your trend, whichever direction it may be heading in. But you can be involved in putting out a positive trend, and open up the media airwaves for discussion; and get people talking.

In one month Bing (the search engine) saw an increase of 11.7 % increase in visits to their site, and entered the top ten most visited sites for the first time. We don’t know if it worked long term for Bing and Jay-Z’s Autobiography but it certainly got people talking and tweeting.

Is it Facebook, blogs, Twitter? Or is it more about the new communication platforms? Or about real-time? Or ‘digital media’? Customers today are increasingly doing their own research on the Internet as their first step and letting the “review” of products and services by others shape their buying decisions. So why not be involved in the consumer purchase decision process? Consumer reviews can offer a deeper understanding of brands- so let people comment and review- it also opens up for innovation and improvement from a customer’s perspective. It allows brands to be a part of consumer’s lives, which has never been possible before.