One of the most frequent mistakes of companies is to launch into the social fabric with the habits and customs of the traditional productive model. Consumers today have no problem openly manifesting brand deficiencies. The damage to reputation is difficult to quantify.
Currently, “emotion” is sought with customers. They are the ones who decide what, how, where, with whom … and they are the ones that allow us to reach numerous user lists that are integrated into our brand. Brands and companies only grow if they have the approval of consumers.
Gone are the days when with a little Neuromarketing you could lead consumers towards the products. Consumers know that they exercise power over our marketing campaigns and, even more importantly, about the reputation of brands and companies. This change of power has created a kind of forced collaboration between sellers and their customers that still presents a great challenge; learn to delegate power.
There is no doubt that in a universe made up of “prosumers” it is necessary to develop the capacity to work towards quality. This implies a structural change in the way we communicate, but how do we eradicate this tendency to control over customers? How do we learn to delegate power?
Do not be afraid of interaction
One of the main obstacles faced by brands and companies in the way towards the consolidation of their influence is centered on interaction. We still have a hard time interacting. That is why brands that seek to collect the fruits of Social Media, must lose the fear of interaction. Ask, talk, establish contact with your customers.
It is necessary that the commitments are real to receive the feed-back of the users. Deliver quality and invite debate. Social media allows the celestial gift of, while interacting and establishing contact, you can gather information of great relevance for the implementation of new products or campaigns.
Optimize message timing and choose the right time
Surely many of your customers are passionate about receiving news from you. But do not be apasiones, the line that separates personal attention with spam is very thin. To begin, contact them when you have something of quality to offer, so the client will not get bored every time he receives an email from us.
We need to be balanced, interact when there is something to say and deliver what the metrics show us as the expectations of those who follow us; create high quality content Being present is important, tiring the client is irreparable. Be prudent in the frequency and look for the right moment.
When the crisis jumps, it can not be covered with a finger
It is one of the most frequent errors in social media and, still very recurrent. There are many brands that, when the crisis is over, try to cover the negative discomfort of the consumer that underlies it. Error!
We must assume the error, it does not damage our reputation, ignore it.
Retain information, a brake on innovation.
At a time like the current one in which we talk about the unique experience of the consumer, of social ties to build trust, learn to delegate the power of information, it is a responsibility of brands and companies, underlying it is the commitment to education globally derived from the generation of high quality content that share information with its customers.
The more access to information, the more capacity to innovate. Learning to delegate is the first step to becoming a social enterprise.