Many factors can influence people’s perception of a business
or of another person.
And social media has become extremely crucial
in business today.
In fact, many companies
operate strictly via social media only.
That being said, it’s vital to manage all social media accounts
properly.
Proper management includes
making sure to use the right platform at the right time.
Kathayat of Socialbakers interestingly points
out,
This is one of the biggest mistakes a large number of brands make. Many brands post the same content in the same formats with the same copy across all their social platforms.
Each social platform is unique in many ways. Different social media channels have different strengths, features, marketing tools, and also diverse audiences with varying demographics, behaviors, and interests.
So, bear in mind your updates and marketing strategies for each social network should be distinctive and tailored to the audience on specific platforms.
Take Snapchat as an example. Would you really advertise to a Snapchat audience the same way as you do your Facebook audience? That would be a mistake. Snapchat’s audience is extremely specific (
check out this guide to Snapchat ads), and advertisers who fail to research their audience before using that platform could be losing a lot of time and money.
So it’s clear: make sure you don’t fall into the trap of forgetting that different platforms have different audiences.
We have all experienced it at least once in our lives. I am talking about poor customer service. Whether it was at a restaurant, a department
store, or an online retailer, the outcome is the same. Perhaps because I have worked in the
service/customer service industry in the past, I now have higher expectations for
others. Maybe it’s because I know the incredible
service I have provided in the past; therefore, I naively assume everyone else
that works in the service industry should operate with the same positivity and
efficiency. Wrong!
I remember reading years ago, (before social media) when the
average person has a positive customer experience, they typically only tell one
or two people. However, if a person has
a horrible customer service experience somewhere, they will usually tell about
ten of their friends and family members.
Nowadays, social media has completely changed the game.
American Express recently reported that the
number is, in fact, closer to 15 people Americans tell when they have an
unpleasant customer service experience. And we all know this happens – many people
exaggerate the details or every time they retell the story, it becomes a little
worse, and they become more of a victim. Subsequently,
Amaresan with HubSpot, writes, “It takes 12 positive customer experiences to make up for one negative experience.” On the other hand, due to the increased use of social media, the typical
American now tells about 11 different people when they have pleasant
experiences per
American Express. People
now post their experiences online, whether it was about their service at dinner
last night or about the quality of the customer service their cell phone
carrier provided to them when their bill was wrong last month. Meanwhile, I am completely shocked by
AmericanExpress’ reporting that millennials tell about 17 people when they
have a positive experience. Although, I guess
I shouldn’t be that shocked by a generation that posts pictures of EVERYTHING
to social media!
If perception is everything, then companies must communicate
to their customers what makes their company or product better than the
competition. If a business can’t do
that, what incentive does a customer have to purchase their product? Shopping is often an emotional
experience. At least it is for me. Why do you think most people impulse
buy? Why do you think so many people
shop when they are sad or depressed? Although
there are adverse effects as well, such as spending beyond your means,
US News
reports, “Many experts agree that retail therapy can actually be good for you
because it will boost your mood and even reduce anxiety.” Say what you want about them, Amazon has figured
it out. They have pretty much cornered
the market in several categories regarding customer perception.
Amazon’s use of social media is fantastic, considering they
are strictly an online company. Amazon’s
product sales have a lot to do with their product reviews and how their
customer service handles them. If any of
you are like me, I often read reviews of most of the products I buy online
before I purchase anything. That way, if
an item has 100 reviews and half of them are negative, I probably won’t buy it
and look for something else. However, if
the negative reviews were regarding shipping in the past and [Amazon] was
apologetic and took responsibility and made things right, then I might see the
reviews a little different. Amazon had
also set itself apart from everyone else because they offered customers
something no one knew they “needed” when no other company was in the position
to do so. Two-day delivery. And it changed
shopping forever.
Amazon has spoiled me.
I avoid the mall and going into stores like the plague. If I can buy it on Amazon, most of the time I
do. (FYI – Ambien and Amazon are not a
great combination). And delivery in two
days? For free? Yes Please!
The amount of money I save in shipping (and aggravation from not having
to wait in line or bother with PEOPLE at the store) ultimately outweighs the
annual fee Amazon charges to shop on their site. Amazon has given me Black Friday back – and I
can sleep in and enjoy the day instead of fighting crowds of people over a $20
sweater that I really don’t need.
And even though Amazon now has competition from sites like Walmart and Target,
their prices are typically better.
In the end, companies like Amazon are in a class above the
rest because people perceive them that way.
If something is expensive, then people usually perceive it to be of high quality. When a particular designer makes a product,
then it must be a quality item. If I
order an item from Amazon, I expect it to be delivered in two days, because
that is what they advertise. When that doesn’t
happen (because of a third-party shipper), then my perception could change
depending on how fast I receive the item and/or how much I want it. Again, shopping is an emotional act. Therefore, businesses need to do everything
they can to ensure its customers perceive their company or product to be better than
the competition.
“The customer’s perception is your reality.” - Kate Zabriskie
Comments
Post a Comment