You might have seen recently that Google has now integrated social media into their search results. So if I google a product name, not only will I find out where it's available, I'll also see what other people are saying about it on Facebook and Twitter, etc.
So far so good...as long as the social feedback is complimentary. But what if your scan of the social media landscape turns up negative comments about your brand? Rather than worry about something you can't control, this is an opportunity to get on the front foot and RESPOND to any negative comments with a well-executed social media strategy of your own.
Research shows that 50% of Australian shoppers investigate their purchases online before going in store to make their purchase. But when our digital marketing guru Teresa Camobreco recently tested five companies by putting customer complaints about them on her social networks, not one saw it as an opportunity to enter the social media world themselves and engage directly with her about her complaint.
It's likely that they haven't even taken the first step - regularly scanning sites like Twitter, You Tube and Facebook to monitor what their socially-connected customer base thinks. Yet 1 in 2 Aussies now use a social network and, on average, Australians are registered with 2.7 social networks - 0.2 higher than the global average (The Digital World, Digital Life Survey).
Brands that want to stay ahead of the game need to start engaging with social media, because those that do will have the first mover advantage over their competitors. Read Teresa's post to get the whole picture.
Image credit: "Draws" by the very talented Valerodoval
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