I love seeing what businesses are capable of doing within brand communities. Social media is perfect for demonstrating to your community that you have your finger on the social pulse.
But are businesses using information volunteered by consumers to full effect? Being quick to act/react to customer complaints in a public forum is great. But, will it solve your problems in the long run?
When you’re cultivating a brand community make sure you have the correct comm’s channels set up. Increased followers or fan interactions look good in reports, but improving products and services is where the real ROI lies for brands.
If those responsible for running the community aren’t communicating with the correct stakeholders within the organisation then opportunities aren’t being leveraged. If you’re community is volunteering information about a faulty product or a new feature they love and no one is being informed beyond the marketing department then are you maximising the full impact of what social media has to offer?
No comments:
Post a Comment