Well, there is a simple reason.
With the traditional media the communication between people was massive and standardize.
In Social Media the customers wants a unique and personalized answer to their needs and provide this information cost a lot of time.
The effort required to connect with everyone is much higher than the standard advertising and communication channel, but without this kind of effort it is worst to have a presence in the Social Media than not.
Nowadays is not a matter of choice, if you have a product in the market, customers are probably talking about it and it is easier to go directly where they are talking.
Social Platform are, with forums and blogs, one of this places. The problem is that you don’t own the platform and Facebook, Twitter, etc. are for profit organization; they do not give away information about people which connected with you so easily. If you don’t believe me try to get the email address of all the fans of your page.
To summarize, we have two costs for the Social Media presence of a company:
- Time
- Lack of control
You cannot solve these problems, but it is possible to reduce them
To reduce the first one in the market today there are a lot of CRM softwares, community management, social analytics, etc. They helps your team to share information about customers and to manage personalized answers in a simpler (yet structured and sometimes not very flexible) way.
To reduce the second one, the best way is to provide a simple way for the customer to get in touch with your company, using a easy to use website, with a clear contact form, sometimes a support system (based on a forum or a ticketing system, it is not relevant).
If you will be able to solve the problem of your customers in short period of time, you will maintain the majority of problems inside your corporate infrastructure, which means that you can analyse data, pattern and information and use them with more creativity. And you’ll leave more positive comments on the social media, increasing reputation.
In short? Use the right tools for the right problems.
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