Many people have a great deal of influence amongst their peers. And a niche forum has a herd power that you may not have expected or been aware of.
When this happens, you lose a certain degree of control. The bottom line is that when you lose these customers and clients to these unknown areas of the internet you want them to leave with good things to say about you. In short, you want everybody to be an evangelist.
The ten percent of dissatisfied customers (if indeed your level is this low) need to be converted at the point of contact that you have with them. This is no easy task but life is harder if it is not attempted. At all times your aim is to increase the people that are willing to give you good reviews and decrease those that have complaints.
Think of traditional advertising and contrast this with social media. With traditional forms of advertising you retain a semblance of control. You decide where to place the ad, what to put in it and who is likely to see it. What you can’t control is how people respond to it.
Now, contrast this with social media where you do not control the conversation which is being had. You don’t provide the information that is being talked about and you can’t control the response that people have. We have discussed this before – the ways in which you can interact with the conversation.
Making good great
The social media landscape has the ability for you to be able to improve the general impressions that relate to your products or services. Provided you do things correctly, the conversations that you engage in can enhance the opinion people have of you and therefore the opinions they have of your products.
Your conversations in the social media milieu can turn a mediocre opinion about your products into a good one and, if you are clever enough, turn a good opinion into a great one. This is something no traditional advert could do.
We have discussed before how problems with your products or services can be identified and rectified simply because of the conversations you might be having. It is like having a customer service department for all to see.
Turning good into great demands more than you just being there. You may need to survey your customers before embarking upon a social media campaign. If you don’t then how do you know how well you are doing?