Bluepost Digital

It may be a well-worn phrase, but when it comes to modern marketing I believe you can’t go far wrong if you hold onto this idea: nowadays, it really is good to talk – and it’s never been easier.

Which is why I can’t help feeling it’s a shame that so many organisations still don’t recognise the power of this concept. A contradiction seems to exist, where businesses will happily spend thousands on ‘talking to’ their customers through extensive advertising, marketing and PR campaigns, yet when they get the chance for an actual one-on-one conversation – via Twitter or Facebook perhaps – they are silent.

Of course, opening up a brand to the masses in the way that social media allows can be a daunting prospect. How will the brand be received? What happens if people start complaining right there, out in the open? Even some businesses who have taken the plunge with social media still seem reluctant to start up genuine conversations, fearful of a negative response. Instead they take the safer, broadcast approach.

Yes, it’s always good to be careful and alert to potential danger, but the organisations that really make headway in the social media space are those who realise that for every potential negative there’s also an opportunity. It’s all about how you handle things.

Social media offers so much more than the chance to just broadcast to audiences 24/7. Are you unsure how to proceed with the development of a new product? Ask your ready-made focus group on your social media platform and get feedback in seconds. Want to come up with a new creative campaign? Run a competition asking your community to help generate ideas. Need to spread an important message quickly? Get your online advocates involved.

A huge opportunity also exists in the area of customer service. Here, you have the chance to show just what a great company you are. …And even if someone does end up complaining about you, it’s still possible to turn the negative into a positive. You can demonstrate to everyone how attentive and responsible you are by responding in a helpful and timely fashion. After the dust has settled, you could even consider asking the naysayer in question to help you improve your service or product. You could end up with a better product as a result and a valuable advocate to boot.

Saying that, there will always be people who like to complain for the sake of it, but if you’ve nurtured your social media community well, you’ll find that its members will be as quick to identify these troublemakers as you are. It’s a gratifying place to be when your customers are actively defending you against attack without you even needing to get involved. These are the moments that make all the hard work worthwhile.

So I would say, in fact, that it’s more than just good to talk: it’s essential. Do it well and both your online reputation and your bottom line will thank you for it.