With this wonderful world of the internet, companies now have a FREE means to reach MANY people. This is a marketer's dream. However there is a new relationship created here from social media sites that is different from the traditional magazine or TV ads. Recently I came across the Sobeys Facebook Page, as many businesses have, and posted on there was a complaint about how Sobeys closed one of their stores in the small town of Thamesville, Ontario. This lady was quite upset because it was the only place to get groceries within her community that happens to be filled mainly with elderly citizens. After a few days they had still not replied to her comment and so she posted again saying how dare you not reply…do you not care if they have food? With that a comment was posted by Sobeys addressing the issue in a board manner. From this it dawned on me that although yes, companies are able to better reach their target audience and for a great benefit as there is no cost, they will in turn be expected to respond to complaints formally while all of their other consumers read on. This really changes the consumer company relationship. Continuing to read on with their posts it was interesting to see that with any comment made to Sobey's statuses (which were ongoing promotions of new products) Sobeys would quickly respond to help with any questions people posted. We could say that Sobeys now has an obligation to consumers to quickly and effectively answer questions as their reputation will be at stake if they don't. With the questions being posted on Facebook, where everyone can see, they have millions of customers looking on as they deal with their issues. Again, this is a very new to consumer-company relationship as we have never been exposed to this sort of two-way communication. Customer complaints have traditionally been filed through phone calls or letters which is obviously more private than Facebook. What do you think this will mean for customer service (which we have so often complained about)? I think if companies continue to show that they are actively using Facebook to advertise then they are now expected to take their customer service to this level of constant communication as well. Do you think this may scare some companies away from sites like Facebook?
So much for free advertising without strings attached eh?
Until Next Time...
14 years ago
I agree that companies who decide to actively use Facebook as a means of advertising acquire a new responsibility to their customers. True, this may seem an inconvenience in some ways to a company who may just be looking for free advertising, but it can be utilized as a great tool to enhance company-customer relationships. With the internet, so much information is at our fingertips, but Facebook is set apart as it is so much more open and interactive. This really allows a company to increase customer commitment. When it comes to complaints, I can see how a company's reputation may be seen as "at stake"; however, the way in which a company responds to and resolves complaints can make a lasting, positive impression and actually enhance customer satisfaction, not only those directly involved in the issue, but those who are aware of it due to the openness of Facebook. As long as they take this seriously and understand their new commitment to their customers, I think companies should actively use Facebook. Maybe they will need to hire a Communications Specialist though. ;)
ReplyDeleteWhat a great way for we the faceless customers to test their authenticity--are "they", the company really interested in engaging people in the social media sphere, or just hopping on the band wagon for free exposure? We should pay attention, and "vote" with our purchase choices. (And I think the truly authentic ones will hire comm. specialists!)
ReplyDeleteT.C.
I couldn't agree more with you both! I guess only time will tell as to which companies can sink or swim on Facebook! I'm sure MANY of my fellow classmates would love a career that involved being on Facebook 24/7 :).
ReplyDeleteGreat post! We can also see a change in customer service too with how many companies have adpoted their own instant messaging "support system" within their websites. If you have problems with you HP computer for example, with ease you can just chat online with a representative instead of the hassel of calling.
ReplyDelete