Almost certainly the most consumed products in the world are social networks. Well be the old one Facebook, Twitter, Instagram or Tik Tok, are one of the main means of communication today, where brands and people must be to maintain or build their reputation. However, in those same media your image can collapse and in an extreme case, seriously affect the business.
There is a practice that is becoming a trend through social networks, and that is that people begin to use them to complain about brands. An analysis by WhoIsHostingThis.com indicates that the 50% of consumers have complained about a brand on a social network, being Facebook (with 61%) and Twitter (with 30%), the predominant ones; that is, every day it is more common for users to use their social media to vent frustrations or bad experiences with a brand.
The most delicate aspect of this case is that these comments that are posted on a Facebook page or a Twitter account feed another behavior that has become common in recent years, such as looking for references in forums, social networks or the Internet. in general, about a product or service before consuming it. Marketing campaigns, the image built, the space gained before public opinion and competitors can be lost due to a snowball born of a comment on Facebook.
Toni Allen, general manager of WhoIsHostingThis.com, said their analysis indicates that consumers are impacted to a greater extent by the negative comments they find on social networks, than for the positives; one in five people surveyed said negative reviews were more impactful than positive ones.
The scope of this relatively new practice goes much further, as respondents said they agreed with directly naming brands on social media when complaining (73%), which makes sense, but 53% of respondents the study even considers it appropriate to address the CEO directly, or director of the company by name.
But all is not lost, nor are brands defenseless at the mercy of what happens on social networks. One of the actions that is always recommended in these cases is the reaction and interaction with these people.as an additional customer service mechanism.
However, it is even more important to use the tools that technology puts in our hands to avoid, or minimize, this type of behavior on social networks and any other area that may affect the image of a company or person.
In the case of companies, a CRM (Customer Relationship Management) software, For example, it can be one of the best alternatives to maintain a close relationship with customers, interact with them, and stop possible outbreaks of frustration before they drain on social networks. And of course, it is not just about image, it is also about improving the service or product to boost customer satisfaction. In the end, thousands of satisfied users are one of the best image campaigns you can have.
Editor’s Note: This text belongs to our Opinion section and reflects only the author’s vision, not necessarily the High Level point of view.
MORE NEWS:
Fernanda Ramirez General Director and founder of Comunicación Spread. Public relations specialist and expert in crisis management.