It’s more than an advertising channel
In a noisy social media world, we often forget to simply be quiet and listen. Social media and social media listening is a powerful tool that business must integrate into its marketing strategy as a source of customer’s voice and market intelligence and, as a channel to understand and communicate with the “new breed of customer that is difficult to influence, persuade and retain” 1).
Australia loves Facebook!
The ‘Digital in 2017’ report revealed Australian’s are the most frequent users of Facebook, with three-quarters of its users checking it daily compared with 55 percent globally 2). Furthermore, women spend almost two hours more on social media a week than men 3).
In Australia, women also are the controllers of the household budget and have a more significant influence in overall financial decision making 4).
Facebook audiences are increasingly using social media to air their frustrations with products, services, and brands, therefore, brands need to be listening and start utilising this increasingly growing trend 5). Businesses should integrate social media listening into its marketing strategy as an opportunity to improve its competitive position with excellent customer service, fixing issues, creating new forms of customer value that will attract and build strong relationships with them 1).
Social Media Listening can be Competitive Advantage
Social media has made it easier for customers to develop new communications and tactics to aid them to have their say in more stages of the buying process 1). The example below is one of a leading Australian women’s fashion retailer. It didn’t take more than one swipe to find these issues. This particular brand with a relatively low cost low-cost high-quality consumer telling them where they are not delivering value, concerns and what may be happening in the marketplace and that competitors may have similar offerings as alternatives 1).
These Facebook posts display an array of feedback the retailer can improve on the following:
- Delivery and Shipping
- Customer Service Support
- Cancellations and Refunds
- Complaints and Dispute Resolution
- Ethical Fast Fashion
It is advisable that businesses listen to this kind of feedback and act on these customers. It could not only ensure it gains greater retail sales but it could save itself from a loss of brand reputation and loyalty particularly if these complaints escalated to the mainstream media and become unmanageable 1).
Modern marketers regardless of whether their business is bricks and mortar or online must understand the how social media must be integrated as part of the holistic integrated marketing strategy with two-way communication, openness, cooperation and an honest commitment to listen and help rather than traditional one-way methods to control the customer 1).
Book a free social media discovery analysis and let Yes I Can digital uncover opportunities you didn’t know you had.