Ah, the upside of social media. And there is plenty of upside — especially for brands — which explains why so many have embraced this digital space, venue, vehicle, what have you, to get in on the conversation. And this is a conversation that brands hope will help strengthen the relationship between their customers and them and boost their bottom lines.
But, as with any relationship, the dynamic between brands and consumers is not all handholding and doling out compliments. The same voice social media provides to consumer advocates is also there for any person or persons with a bone to pick or a grudge against your product or brand. How you deal with a social media “enemy” could mean the difference between creating a loyal customer for life and a public relations nightmare that can quickly snowball.
We asked five industry experts for a few rules on dealing with a social media “relationship” that is, or already has, headed south. They put on their best Dr. Phil moustaches and came up with the following guidelines (not rules — see tip No. 1)….
…Kevin Barenblat, CEO/cofounder of Context Optional, a firm that helps brands build an engaging presence on social networking sites, believes it’s also a good idea for a company’s social media presence to include more than just a single department. “Brands tend to view these channels for marketing, sales, customer support, or product development — but not all of the above.” He argues that the conversations taking place hold value for virtually every division of an organization, therefore, they should all be involved at some level. …
