We get push notifications during the mid-hours of the night; we spend hours logged on browsing old friends and photos, and we constantly update our status letting our friends and followers know how much fun we're having at the restaurant down the street. If you haven't guessed it by now I'm talking about the amazing influence social media has had on our lives.
Now, the question is what does this mean for businesses both local and corporate. Social media has the potential to form strong bonds between business and consumer but only if done correctly. What some companies fail to realize is in order for social media to have a significant impact the company needs to interact frequently enough to form a virtual relationship. Simply logging on and accepting "friend" requests or "following" someone won't make a big enough impact.
What some companies that I've noticed are doing is promoting discounts should it be through coupons or specials on their page. This is extremely convenient for both the modern consumer and businesses alike. Think about it: the manager logs onto Twitter before business opens and "tweets" something like "stop in for buy one get one free on sandwiches all day". Now, if this company has a good following then the manager can expect a good increase in business for that day. I've also seen company's post coupons on their page for the consumer to print out. Again with a good consumer base these simple and FREE outlets of social media can increase sales and create brand loyalty for the long term.
To keep the consumer-company relationship strong the business has to include its customers in its everyday activities. If not, the bond will not be strong enough to create brand loyalty. Asking customers to take pictures with their product and upload it to their page (similar to the Dominos campaign) is one way of keeping the consumer interactive in the process. This not only creates amazing word of mouth marketing but engages the consumer and motives them to keep coming back for more.
Social media has enormous potential but the company needs to create a bond with the consumer that will build long term brand loyalty.
Be safe and smart.
-Erica
I agree wholeheartedly that keeping customers engaged is essential in order to successfully create a following of loyal customers who will in-turn promote your brand, image, service, or product to prospects that you have not have otherwise been able to reach. The breadth of social networking is vast and immeasurable but it requires ongoing interactivity to maintain the existing bonds and develop new ones.
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