Everyone I know has a Facebook or a Twitter account. Most of us are connected to this online media world without even realizing it. In this age online media is a must for companies. The question is does it work? Does this truly connect people? Brands and people connected through an online network is there real results? Is there truly a connection by just a simple click on the "like" icon? There are over 50 social networking websites and this online world can get very confusing. I found a blog from Tamar Weinberg from techipedia.com on that blog she says, "I asked a big brand on twitter for help and they gave me a canned response. I miss the days when social media was more personalized."
This is the real question to this social media frenzy. If people are not getting that real connection to the company online then they will never really be loyal followers of the brand.
How does a brand truly connect with people? From what I know its mostly from an emotional appeal. People need to feel that connection and feel like there is something in in for them. From a book called Building Brand Value by Bruce Turkel he says, “people need to feel like its all about them.” In order to reach them you need to communicate in a way that answers; what’s in it for me? He also explains that its first hearts then the minds. In order for people to pay attention is to get them emotionally involved.
Theblogherald.com says that there about 8 different reasons to use social media. One of those is to attract customers and another is for customer service. These two reasons are the top things that establish a company and keep it alive. Just like the first example from Tamar Weinberg customer service makes the connection and if a service member doesn’t respond the right way then there goes the connection. So in reality it doesn’t really matter how many friends or likes you have. If you don’t provide the correct services then all those fans and followers will only be temporary.
links
http://www.techipedia.com/2011/social-media-connections/
I remember when Twitter when was up and rising in 2008. I created my account in late 2007, but didn't start using it heavily until the 2008 NCAA Tournament. My point is that during that time, I would tweet athletes, coaches, analysts from newspapers and ESPN, questions about the games or my opinions. We would engage in a tweeting conversation. It was more personal and I felt connected with these people. It's true what Tamar Weinberg says, "I miss the days when social media was more personalized."
ReplyDeleteHi Sharon, I completely agree with what you’re talking about here. I personally only feel connected to one brand. I have been using social networking sites since I was about 15 years old and just about a few years ago is when I realized what “networking” is really all about. Unfortunately as much as I would love to network with businesses and people whom have my same interests it hasn’t really worked for me just yet. One reason why I feel this way might be because companies don’t take the time to really focus on the client’s needs and wants. The second reason might because I was never really taught how to network. The only brand that seems to care about my opinion is Khol’s. They e-mail me coupons, Khol’s cash, and surveys about customer service constantly. When I write to the company about how poorly I was treated or if the store was not as clean as it could be, I have always received a response, which makes me feel that my opinions matter. Most networking sites that I use have allowed me to keep in touch with friends that I normally would not have been able to without the site. So in conclusion I would have to say that businesses need to find better way to really connect with their clients and customers need to learn how to network more productively.
ReplyDeleteAs mentioned in my latest post, social media has amazing potential. But only if done correctly. Companies that simply log on and check news feed or traffic to their sites aren't doing enough. They need to constantly engage with consumers. The latest Domino's campaign calls on customers to upload photos of the pizza they received and share their opinions on the taste, quality, etc. So what you're saying is completely correct. Social media works, only if done to it's full potential.
ReplyDeleteI agree completely with you Sharon. Social media is a great tool if used correctly. You're definitely right what good is it to have thousands of followers and likes if you're not catering to your customers and making sure they walk away feeling like they're gonna come back for years to come?
ReplyDeleteIt's all about using these tools correctly to make sure they stay with you for the long haul.