Traditional marketing was about one-way dialogue from the company and the customer. The company used traditional marketing means, a combination of print, television and radio advertising, to promote its products and services. Unless primary research was conducted, companies played the guessing game to determine what its customers desired. As a result, companies were left-in-the-dark about external opinions until it may have been too late.
Enter social media marketing.
Social media marketing allows companies to interact directly with its customers through sites like Facebook, Twitter, LinkedIn and YouTube. Although the thought hearing every customer comment may deter some companies from participating in the conversation, social media marketing can be a fabulous resource. In fact, it’s a marketing department’s dream! In real-time customers have the opportunity to share their opinions on products/services, advertising and customer service.
Speaking of listening to customers.
In 2010, Gap attempted to replace its old “blue box” logo with a fresh Helvetica typeface logo. Gap received an overwhelming amount of feedback from its social media sites, Facebook and Twitter. The customers were not impressed with this change. Only one week after the new logo’s debut, Gap listened to its customers and returned to the classic “blue box” logo.
For those of you with a Facebook page for your business, allow customers to engage with you! You will receive valuable feedback about your business. To start two-way dialogue, go to Manage Permissions and click People can write or post content on the wall, and let the conversation begin!