Checking Brands on Social Media? Why do we do it? “What triggers a customer to seek out a company or brand via Social Media?” This was the topic discussed during the 55th Social Media Breakfast. The last topic that the MeetUp had discussed was on Customer Satisfaction, which is again a very significant factor that triggers a customer to seek out for a brand via Social Media. A research by IBM shows only 23% people depend on Social Media looking for brands, to know the promotional activities, updates, reviews, e-commerce and for instant interaction.
Komal, who will be the lead organizer of Social Media Breakfasts from now onwards introduced the topic this time. Members who present for the MeetUp were Mani, Kaushik, Daman, Puneet, Aashish, Maryann, Neha, Saumya, Priya, Gaurav and Anshul.
Following points were of great significance during the course of discussion:
* Customer can express his likes and dislikes over Social Media. Good or bad feedback posted on Social Media are there for everyone to see. Others viewing the Page will definitely get an idea about the product or service.
* Social Media can help individuals relate themselves to others, their tastes and preferences and the products they use when they share the information about brand on Social Media. This will motivate them to check out the brand on Social Media.
* Social Media like Twitter and Facebook are brands themselves. Companies and brands use them as a platform to promote themselves. This triggers the Company’s and Brands to use Social Media.
* Customers also check out brands on Social Media as part of research before purchasing the product. Extend of the research also depends on the value of the investment made on the product and the quality of comfort it would provide.
* Job opening is another factor that triggers individuals to check out Social Media. Individuals looking for a change would definitely keep a check on the information shared on Social Media.
* Social Media interactions definitely encourage individuals to visit the brand / company pages. The interactions can be among a group (friends / relatives / colleagues) or a person with a brand. Conversations sometimes have a snowball effect, a one to one conversation, can turn out to be a one to many or many to many conversation. This need to communicate forces Social Media to make use of technology to trigger better interactions.
* Brands and Companies use Social Media for better and effective marketing. Social Media helps companies know the pulse of its customers. The trends and demands could be known through Social Media. Social Media also throws open a window to the competitors’ marketing plans.
* Bigger the organization/brand, bigger the trouble. Big brands run into trouble if the product or services they provide is not of the quality that was expected out of them. The viral effect can spread negative feedback at the pace of lightning. The Mass Media monitors Social Media for news and if this negative feedback gets into their notice it becomes news.
* Brands often act tricky on Social Media. A negative feedback is strategically positioned. This is done either to cover up the drawback of the product or to show that the feedback are genuine. A drawback of the product is posted so that people facing the same problem will either comment over it or just accept that it is a drawback rather than posting on the page again.
* Business to Business communications work like magic on Social Media. Social Media like Facebook gives a platform to share multi media like videos, pictures, notes etc. The nature of the network built by a Brand / Company also matters.
At the 55th Social Media Breakfast it was concluded that in a Consumer’s perspective when consumers interact with companies via social sites, they are look forward to buy products or services, information regarding discounts and offers, for updates, to provide opinions / suggestions / feedback and feel connected to a community. These factors could be kept in mind by the Companies /Brands who plan to use Social Media effectively for their business.
– Priya Chandrakanth
Corporate Communications Executive
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