There are still a great many companies and institutions that are terrified of social media. But what is it they’re truly afraid of? Are they afraid that they’ll find out that their product is as awesome as their brochures claim? Do they fear that they are secretly despised by a vast, teaming horde of angry consumers just waiting for their chance to pounce on Extra Strength Amalgamated Widgets, Inc with a fury of bad reviews, bile-filled comments and other unspeakable virtual shenanigans?
Let me ask you this: wouldn’t you rather know for certain? I certainly would. Besides, if your customers already hate you that much, they would have said so in some other channel already. A quick Google search for “Amalgamated Widgets” and “sucks” will reveal if they already have.
So why not let them sound off on your site? Chances are that they will give you information you can use right way. A comment like “I really liked the widget until the zipper broke after only a month” with 300 people saying that they found this helpful is free research. How much did you pay for that last facilitated focus group? That’s a focus group that maybe had a dozen people. I simple comment and rating system offer the potential for instant and massive amounts of information that you could…wait for it…improve your products!
You could fix that zipper on Widget #87-678 and lo and behold, the villagers have extinguished their torches, stowed their pitchforks and are now dancing around the May Pole, singing your praises. All thanks to a rating and comment system.
Now, if you were really brave, you could let the product manager for Widget #87-678 write a blog about the product and put the posts right on the product page of your web site. If I know product managers, she knows Widget #87-678 better than she does most of her extended family.
Imagine the loyalty you could develop if product manager for Widget #87-678 (let’s call her Sally), after discovering the clear zipper defect via the comment system grabbed a strong cup of java and fired up her browser and boldly posted the following:
“We’ve seen that many of you have been experiencing zipper failures with Widget #87-678. While the product made through our initial battery of test before going to market, we are investigating this issues with our manufacturing and parts partners to pinpoint the problem. In the meantime, sit tight. Our QA department is working out a program to get working widgets back in your hands. More to come soon.”
Holy smokes! Talking to you customers like they’re right there in conference room B. Awesome. Can you imagine the flow of positive comments on the blog? I can’t, I’m afraid I’ll tear up.
The bottom line is that your customers will not descend on you like a rabid barbarian horde just because you invite a little conversation. They are more likely to help you improve your products and your company. If there is negative feedback, you can make improvements and engage in a direct dialogue without depending on an expensive PR, print or broadcast campaign. Best of all, you can do this in a personal voice that makes Extra Strength Amalgamated Widgets, Inc seem more like a building filled with real people who genuinely care about their customers instead of a windowless black building teaming with “Agent Smiths” scheming on how to use the cheapest zippers possible on Widget #87-678.
To quote my favorite philosopher, Yoda: “Fear leads to anger, anger to hate…hate leads to suffering.” Don’t succumb to fear.
Credits: Cartoon by Doug Savage. Find more of these gems at SavageChickens.com.
Profiles in Fear
Blown away by social media? Perhaps you can relate to André. From the day he was born, André got harassed by the wind, which resulted in a fear for it. Directed by Emiel Penders.
About Mark Anderson