It’s a Scary (Social Media) World Out There! Part 2: Spam

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This post will focus more on a specific aspect that makes the social media world kind of hazardous for users (if you’re new to this topic, I suggest that you take a glance at the first post on this topic for a general overview.)  We’ve probably all heard about spam, but what is it exactly, and what dangers does it pose?

Spam is the misuse or abuse in media outlets, most infamously email.  In email spam, hackers send unsolicited emails (junk) to many users, bringing danger to not just their computers, but in severe situations, their personal lives.  Spammers have moved on from emails to social media.  More spammers are taking advantage of the vast amount of information available through networking sites like Facebook, and businesses need to be aware of this when determining their social media marketing strategies.

Businesses can give access to multiple team members on their Facebook or Twitter pages, usually to help manage workflow.  However, creating these accounts now gives the beholder complete access.  Sometimes, these team members are unauthorized to post something (spam) in the name of the brand or company- and sometimes, team members who have permission to post make mistakes that end up damaging the company.

It’s really easy for a scammer to gather information.  The worldwide web is a huge information portal, and scammers can target information from different demographic segments easily.  Scammers have access to sensitive information, because unlike traditional modes of communication, once something is posted online, it can be spread to multiple places on the web, where anyone can find it.  Spammers can find what they’re looking for quickly, and it’s really easy for them to have users click a link once, and bring them to dangerous embedded pages.

Everyone should be wary of posting information online (many people don’t realize that anyone can access whatever is put on the web), but businesses especially need better filters to prevent spam messages, since their brand’s reputation is at stake.

It’s a Scary (Social Media) World Out There!

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If companies as big as Coca Cola and American Red Cross, who have large social media teams and efforts, can make critical social media mistakes, who says smaller companies and independent marketers can’t?  The truth is, social media is like a circus lion- if not tamed properly, it can lash out and cause great harm.  Social media has been a world of innovation and improvement, but the instant technological access it provides to millions of users has also presented some danger.  Businesses especially need to be wary of this, and they need to be careful that their social media efforts don’t fall into the “wrong hands.”

Coca Cola and American Red Cross both came across the same problem with their Facebook/Twitter accounts- someone with good intentions who had access to the social media utility posted something harmful indirectly about the company, which of course went viral, and it took a while to clean up the damage.  On their social media monitoring platforms, separate team members were able to monitor feedback, and were often given full access.  In the social media world, everyone is watching.  What’s thought to be a innocent post online can turn into something else- everyone has immediate access.  What’s put on the internet has left its permanent footprint, which can be found and commented on by almost anyone.  Another big problem that social media has brought up that wasn’t as much as a worry with traditional communication methods is its instant-ness.  With just the click of a button, something can be immediately posted…and often it cannot be retracted.  Businesses need to be wary of all these potential dangers- once it has a single mishap, businesses will lose current and potential customers.  It only takes one mistake to screw up the relationship with the public, so businesses and marketers need to be careful with social media marketing in order to avoid mishaps.

Using Social Media to Engage

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Businesses can sometimes seem unreachable to consumers.  Will they hear my ravings of their product? Will they hear my complaints? Will they respond and implement what I’m trying to communicate to them?  Since all these questions swirl in a customer’s mind, business engagement might influence buyer decisions.  Businesses can use social media to show that they really do care.

Businesses should be accessible.  By being on established social media networks, businesses are already showing customers that they want to communicate at the customer’s level.  Social media utilities are less formal, and can really show the personality of a business.  Being on an established network makes it easier for businesses and marketers to promote their brand and gain followers- according to Comsource Media Metrix, the average Facebook user spends 423 minutes a day on the social media network.  By being able to influence more people, businesses can also take that information and analytics to find their target market.  Instead of focusing on everyone, businesses are more efficient if they devote most of their resources towards a specific market.  After gathering customers, businesses need to participate and listen to them.  Businesses can no longer avoid responding to consumer comments (this was never a good idea in the first place!)  Marketers should find out what customers want by gathering information of where consumers spend most of their time, what they Like on Facebook, and product mentions.  Marketers should also ask customers directly what they want- this shows that a business really wants to listen to customers.  Listening is a whole important aspect in itself- businesses need to pay attention to their market needs instead of jumping ahead and just trying to sell, sell, sell.  Participating with the target audience instead of just talking or throwing the product at them will show consumers that businesses value their opinion.

Bottom line: businesses should use social media to connect intimately with their audience.

Improving Customer Relations with Social Media Management

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Customers + poor customer service = uh oh, not good

This is the basic equation that all consumers can relate to.  Customers make their consumer decisions based on the help that’s available – a study by the Customer Service Training Center shows that 70 percent of people will not return to a company if they receive poor customer service (70 percent! That’s a huge number that shouldn’t go unnoticed!)

STELLAService, which has done multiple studies on various companies’ customer service, has written a report on the volume of customer complaints/feedback/replies that have not been replied to on social media platforms.  Their study, based on the number of Tweets some top 25 businesses replied to (or didn’t reply to), shows that a lot of customer feedback goes unanswered.  This is unacceptable, in a world that’s becoming more and more rooted in online technologies.  Social media has become the main mode of communication for customers to see what businesses and their favorite brands are up to, so customer service through these platforms is crucial for businesses.

There are a couple of ways to use social media to improve customer relations.  First of all, don’t try to place the burden on one person – multiple people need to be placed on the customer service team, so your brand pages can be managed at all times.  This will allow for quick responses and constant monitoring for customer feedback.  The online web works in real-time; businesses must respond informatively and instantly.  So in order to have these two characteristics when approaching customers, businesses and marketers need to first understand what’s important to customers.  Research customers’ backgrounds, their search history, and the time and places they’ve spent online.  This can help gather analytics important to formulating your brand’s approach.  This will also help you get closer to consumers.  Businesses can now utilize social media to create and build personal relationships with many consumers that wasn’t possible through traditional media.  This can be done by directly communicating with the consumers, or just by being search-able.  Have all your necessary information out on multiple, established social networks so consumers can research and look up information that will make their buying decisions easier.  Just being present and available for questions is half (but a very important half) of the customer service battle.

The second half consists of answering all the feedback you get on all your platforms.  It’s easier if you have all your accounts in one place, to help you be consistent and efficient with your time.  Acknowledge positive feedback – take the time to thank your customers and show that you appreciate them.  Many companies see negative feedback as a setback – it doesn’t have to be!  Don’t see negative comments as a place to start a fight.  Negative feedback is constructive criticism – use it to better your brand and improve what needs to be fixed.  Also, negative feedback can be a misunderstanding.  Make sure to re-establish your brand’s position and to update consumers.  Dealing with comments, whether good or bad, can help you boost your company’s customer relations.

Customer service is seen as an uphill battle for many companies who cannot relate to their customers.  Don’t be one of those companies – take the time to get to know your customers, and pay attention to their feedback.  You never know how much a simple response can result in a positive ROI of social media.

Be a Leader in Your Industry

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We all don’t want to just watch the market trends and follow what our competitors are doing.  We want to be the buzz of the industry and to have others follow our lead, which will increase our customer following.  However, becoming a leader in your market doesn’t just happen overnight- there are many steps that have to be taken, and effective social media should be the first.

Social media is important for collecting real-time information about customers.  Being the first to gain important insight on what customers want and their needs is crucial to success in the market.  Researching market trends and what your competitors are doing sets the baseline for your performance.  By doing so, the information gathered can help you have the up-to-date news necessary to reach consumers.  What do customers want now?  What certain products do they need that aren’t available on the market, or that need improvement?  All these questions can be answered by doing a little research.

Organizing all this information and employing it in PR strategy is the next important step in using social media to achieve success in your market.  Once demographics and feedback have been gathered, find the opportunities to tell your audience – don’t wait for questions to pop up!  Instead, actively look for opportunities to better your market and to better inform your customers.  Once you have these opportunities in hand, avoid self-promotion.  Don’t just try to sell yourself or your brand.  Make your blog posts/content unique and interesting, so it shows consumers that your brand has personality and can be connected to.  Also use social media to show your insight and expertise – answer questions you feel qualified to answer and comment when you can add value.

Remember, you should focus on quality over quantity and find a target market to be more effective.   Sometimes, businesses can also overlook people in their niche market.  Keep some content simple and easy to understand, so potential customers who aren’t as informed can grasp the information you’re trying to relay.