Brands Not Using Social Media Create Communication Language Barriers with Customers
Have you ever tried to get somewhere in a car, on a bike or on foot and you find yourself constantly running run into roadblocks and detours? Chances are the roadblocks and detours made you feel quite frustrated. This is because there are barriers stopping you from getting to your destination of choice.
Many brands are doing this same thing to their customers, audience and community today. Brands who are not using social media are putting up virtual language barriers stopping their most precious customers and audience from communicating with them.
If you are a business owner or business professional would you ignore your customer if they called you? What about if they walked through the front door of your business? Would you ignore their actions if they went all around town posting up signs telling people how terrible or great your business is?
Brands are ignoring their customers who are doing these things today. Their paying customers and fans are communicating with them via Twitter, Instagram, Facebook, Blogs, FourSquare, and the list goes on. However, many brands are sticking up their virtual hand and saying “sorry Mr Customer, I am too busy to talk to you the way you want to talk to me.”
Your mission as a brand leader in the world of online and digital marketing is to simply figure out where your customer is hanging out online and be sure you are ready to have the most relevant conversation with them. You need to speak to them, communicate with them and most importantly serve them where, when and how they choose. It's no longer on your terms.
As much as brands may want to control the message, the truth is they can not. Your brand is the customer experience you deliver. Your brand is your reputation. Your brand is how you treat your customers online, offline and behind closed doors. The truth is these doors are opening and all of these channels are becoming more blended, more transparent. Brands can simply no longer hide behind a barrier and expect to be in business in one, two or three years.
Take a listen to the 115th episode of the Social Zoom Factor podcast for a deep dive into this topic and hear case studies about brands that are putting up barriers and brands that are tearing them down and making the decision to be human, own their mistakes and put relationships and long term customer value and loyalty first. Brands covered include Fitbit, CBS UnderCover Boss Reality Show, Delta Airlines, United Airlines, Gold's Gym, HostGator, and Panera Bread.