A friend recently sent this Dilbert comic to me. Given its subject matter and poignancy, I know I am not the first to blog about it. However; it struck enough of a cord with me to inspire my first post on the new NMS website. I am more of a suit than a blogger, so bear with me.
Transparency has long been rule #1 with social media. Fortunately, most companies now seem to understand its importance. However, the emphasis on transparency may have caused many to loose sight of the larger value of social media.
I often hear clients, both new and experienced with social media, express concerns about the lack of control and frequent criticism that their brands are subjected to online. While it is only natural to be concerned; and unfortunately, some unscrupulous brands do attack their competition online – these fears are often misplaced.
Consumer criticism, no matter how harsh, should not be viewed as a threat to your brand. No product or service is perfect (yes, even ours). Criticism only becomes a threat if you continuously ignore it. Like most things in life, someone out there is trying to create something better, bigger, faster, stronger – the competition is coming. Only companies without competition can turn a blind eye to criticism – and even the BCS can’t ignore it forever.
In this economy, many companies are cutting budgets and getting back to basics - quality products and well served customers. Having millions of consumers critiquing your products, no matter how harshly, is therefore a huge opportunity. It is an opportunity to engage critical consumers about your products competitive strengths. Analyzing and quantifying the frequency with which certain attributes are praised and criticized will allow you to optimize your marketing messages, prioritize customer service issues, and perhaps most importantly, influence future product innovations.
If you look at it in this light, even your shortsighted competition, who is taking the time to post negative reviews about your products, is doing you a favor. Rather than spending their time engaging your customers about their own products benefits, they are telling you what they believe to be your competitive weaknesses.
The simple truth is that your customers have always been spreading the word about your products and services. Social media enables consumers to share their opinion (good or bad) with infinitely more people. Fortunately, if you are willing – social media gives you the opportunity to learn from consumer feedback and take part in the conversation.