The use of social media as part of the marketing strategy should not be all about the corporation. We need to view social media as the perfect venue in which to create and focus on excellence in the customer experience. This is going to be the best advertising our companies will ever engage in, and our ability to focus on the customer, and to respond to them within the realm of social media will make or break us. Customers will remember the experience long after they have forgotten about the product, and our ability to create an engaging on-line community focused on our customers, will be the key to CRM.
We must resist the temptation to make our social media avenues one-way streets and all about us. We need to have a strategy for inviting responses from our customers AND for responding to them. Perhaps it is this second part of the social media equation that is most important. Ignoring customers concerns, or even worse, deleting negative comments from our social media venues is a recipe for disaster. Talk about a domino effect! We should view our social media interactions with our customers and potential customers in the same way as our in-person encounters. Creating environments within our social media sites which are inviting to customers and truly convey that the customer is first, will make for a winning marketing strategy.
Look for ways to be innovative and centered on the overall customer experience with both your products as well as your social media sites.
Create two-way streets with the customer at the center of the conversations. Create a collaborative environment.
Sincerely embrace any negative feedback as a great opportunity to acknowledge the customer's importance to your business. Your customers will thank you for it.
"Your most unhappy customers are your greatest source of learning." Bill Gates
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