Don't make this mistake
“People are just there to chat, to talk about what they did on the weekend or to catch up on the latest goss… I’m not really interested in it”
The market is changing. Consumers are becoming more knowledgeable through a vast array of information that is available on the Internet. As a result, some businesses have started to realise that it is important to provide information through social media channels and websites that is current, interesting and most importantly, relevant to their target market.
Have you?
Brands are now active on Facebook, Twitter, Google+ and on their business blogs. For those businesses who don’t think that there is any point to embracing social media, then just remember that it is another form of communication. Some customers like to pick up the phone and call you, others are happy to hop in the car and drive down and see you at your shop or office, some customers are comfortable using e-mail and others like to Google and research online. Don’t put your head in the sand and think that it’s just a passing fad. The new generation of people going through our schools are using these Internet platforms every day.
Are you connected to your customers?
Not only is a presence in social media required for the purposes of promoting your brand and your products, without doing “the hard sell”, but the opportunity to be aware of how people are talking about your business. This enables you to respond, to improve your service, to fix problems and to offer more personalised interaction with your customers and clients. This feedback is invaluable, and can be the difference between someone choosing your service over someone else’s.
Do you care?
Imagine that you just bought a brand-new car and started driving it down the road, then you go to turn on the air-conditioning and realised that there was none. You would quickly turn around and head back into the dealership demanding an explanation. But suppose that the salesman shrugs his shoulders and says air con is not necessary because it never gets that hot here anyway. You would not be impressed.
You see the problem is that we have come to expect that a brand-new car will have air-conditioning. It may not be necessary but I don’t think that you would be recommending that car to anyone, and probably you would not be very happy at all.
This is how some people who are active on Facebook or other social media feel about the absence of business profiles, because to them it is important to be able to interact and to feel that you are prepared to take the time to keep them informed.
What’s your stand?
Is social media important to your business? Or do you think it is a complete waste of time? Have your say tell us your experience in the comments below.
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