Recent data collated by US social media and analytics provider,
Locowise, indicates that businesses ignore almost 90% of customer
feedback received on their Facebook pages. It's a startling
statistic and seems to support the argument that perhaps many
businesses with social media are missing the point of their
It is simply not enough to have a Facebook page or Twitter
account as a means of 'checking a box' when it comes to
your business having a social media presence. We've previously
talked about the potential benefits of companies engaging with
their customers via social media. The value of social media can
only be unlocked through meaningful engagement with consumers.
We acknowledge that there are many misguided social media trolls
out there who just want to cause a ruckus. In those instances the
best approach may be to ignore or delete those specific posts.
Similarly, you may occasionally receive positive posts that
don't necessarily need a detailed corporate response but a
simple 'thanks for your support' doesn't go astray.
Similarly, if a customer provides legitimate feedback highlighting
areas that perhaps your company is not performing so well in,
it's critical that you provide a meaningful response and
consider if there is something that your company can do to improve
The critical element to a good relationship is using your chosen
social media platform to actually ENGAGE with your customer base.
This means taking on board the good, the bad and the just plain
Ignoring your customers is definitely not the ideal way to build
rapport with your client base so the results of the Locowise data
begs the question, 'is it really worth having a social media
presence if your business doesn't have the resources to
From where we are sitting, there's a lot more damage that
could be done to your brand's reputation by having a social
media channel and ignoring it altogether or failing to use it
correctly. Social media should be viewed as an opportunity for
businesses to build a positive relationship with their customer
base. It is not a one way conversation and if social media is not
being used appropriately by a company then perhaps it is better to
have no social media presence at all.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
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