I've been reading a lot lately about organizations using social media (i.e. apps on the internet) to promote their companies and address problems/issues. The internet can be an effective way to reach out to a multitude of consumers at the same time and 24 hours a day. However, if a company fails to utilize their social media appropriately, then they are walking onto some very dangerous territory.
If you ask me, I always notice one problem ...a company presents the image that someone is there listening and reaching out to the customers...when there really isn't. For the past couple of weeks -I have decided to test this. I have been posting comments and trying to contact orgs. via their websites. Whether it is a blog, twitter, or a message forum ..no one seems to hear me. One time I did get a response, but it was an automated one telling me that my comment was appreciated. I'd rather sit on the phone and stay on hold for 15 minutes...@ least I'll eventually get someone to talk to.
I know there can be a lot of benefits to putting your company online and many organizations have managed to use the web very successfully, but I'm still not buying it. As a consumer ..I want to be heard. An organization online does not provide me with any ease of access because I feel invisible and most times if you want information they still direct you to a number to call.
In my Social Media and PR class, we are reading a book that is a how to guide for companies who are using the internet to reach out to their customers. In the last chapter we read, the authors talked about Dell's experience with social media. At first, an employee at Dell started a blog and it was a total bust. Then, one blog made it turn into a success! Why you ask? Because the employee started listening to what the consumers were saying and responding back to them.
Often times a company forgots that they are only as powerful as their consumers make them. Therefore, consumers should be heard. Using the internet to connect with customers is a great idea ...but customers should always be the first priority.
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What are your experiences with this? Sometimes people say that any PR is good PR. Does it matter if orgs listen to their customers or is it important that they are on the internet creating a presence?
ReplyDeleteLike the saying any publicity is good publicity...it really depends, right? I showed the Tiger Woods apology video to my public speaking class, and it is just amazing how people react differently to Tiger's PR video...Interesting post, Kim!
ReplyDeleteGreat point Kim and thanks for sharing about your experiment with contacting organizations online. I do feel that organizations should be active listeners and active respondents. Simply having an online presence can only take you so far. Customer engagement is all about creating a two-way dialogue.
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