Social networking is the fastest growing segment of the Internet right now. Social networks are the highest-traffic category of web sites. Social networking is diluting mass marketing advertising. Large corporations can no longer count on broadcasting their messages to consumers. The word-of-mouth method that was previously prevalent before broadcasting became the norm is back. When a consumer wants to buy something, they have a lot of friends online to guide their decision. Consumers are now able to tune out Corporate advertising and easily tune-in to their peers for advise on where to shop, what products to buy, who to do business with, etc.
Social networks have leveled the playing field between advertisers and consumers. If a consumer has a bad experience with your brand, they now have the ability to broadcast their complaints online via social networks. Good or bad news about your brand can now be spread like wildfire across the internet.
How can you harness some of that word-of-mouth business?
- You can use this new leveled playing field to your advantage by listening to what consumers are saying and responding. For example, if you have a product that you are selling and you have poor customer service. You may find your customers on Twitter or Facebook complaining to their friends about your brand. You could respond to this by improving your customer service.
- Give incentives to your customers to tell their friends and family members about your brand.
- Open up your marketing and advertising efforts to a two-way conversation with your customers by contacting your customers and inviting them to become a fan of your business on Facebook. Invite your customers to make comments and respond to their comments.
- If your product or service is something that can be photographed or video-taped, you could ask your customers to upload their favorite photo of themselves enjoying your product.
- If there are discussion forums where your brand is discussed, find out what they are and join in on the discussion.
- Invite your customers to make comments and suggestions about the products and services you provide through your social networking venues.
- Invite your customers to make friends with other users of your brand. This is a great way to build enthusiasm about your brand.
- Schedule events where your fans can meet. Invite them to “show off” their version or usage of your brand.
Media today is no longer about broadcasting from the Ivory Tower to the masses. The Internet gives control to the consumer. Consumers are able to find and talk to others – existing friends and new ones who share their interest – and to talk about brands they like and don’t like. Make your brand one of the ones that they like and give them reasons to tell their friends about your brand.
Tags: Branding, marketing-strategy, webdesign