enero 3, 2012, Mielina Digital
Social media represents a way to generate peer to peer dialog and communication with engaged and potential consumers; but is a step that should be taken with care, because everything will be public, from good reviews to criticism, but specially, bad experiences.
Naturally, all brands want only good comments and reviews in their sites and networks, but, are they really prepared to face criticism? Or are prepared to work to change that perception by working actively on that? A good Customer Relationship Management can change an angry customer into a brand advocate.
Internet has changed consumers, they want immediate responses, they want to be heard, and they want to see that their advice is taken onto consideration; they want to be a part of the brand and if they receive a satisfactory response from the brand, they will become advocates.
The problem is, they don’t want to be spammed, as a TBS survey has revealed.
The aforementioned survey, called Digital Life, was performed in Brazil, Chile, Colombia, Mexico and Peru; the results are very enlightening:
43% percent of Latin American sees social sites as a place to buy products, and 44% at Argentina see Social Networks as a good place to learn about them, while a 46% of Latin Americans talk about brands online and get involved with them if there are offers or promotions online.
The bad part is that they want to get involved with the brands, by their own will, if brand marketing approaches them directly, the situation changes, as it shows that 45% of them don’t want the brands to contact them via social media, since they feel the brands invade their social space.
This ambivalence towards social marketing may be the result of misguided digital campaigns, which have created internet noise and tons of digital waste which have left almost a half of internet users who don’t want to see brands in their social sites, so in order to get that half, the normal strategies must be analyzed and changed.
