Fishburn Hedges

22.06.2010

Social media is presenting unrivalled opportunities for companies and customers. But there are dark clouds gathering, and the PR industry needs to ensure the case for the benefits of social media as a channel for customer relationships is clearly made. Imagine these scenarios, for example...

Scenario A

Q: Do you like the idea of a product's marketers watching everything you say about a brand to your friends?

A: Not much, thanks.

Scenario B

Q: Do you like the idea of your words and those of your favourite stars/celebrities being brought together in one giant conversation, united behind a shared mission you opt into?

A: Awesome, show me more!

Operationally there's not much difference between the scenarios the above strokes of the keyboard represent - both are just (and we'll return to the perjorative nature of 'just' shortly) social media monitoring programmes built into a wider brand or organisational marketing effort. But in sentiment and perception by consumers, the two scenarios are a long way apart.

Why does this matter?

Well, firstly, the media (the reactionary end at least) are connecting the current topic du jour of online privacy, with the old favourite of the evils of customer service (which is always negligent or overly invasive, never just 'good', note), and centring on companies using social media to connect with consumers. 

Secondly, and more significantly, this matters because the explosion in online consumer conversation represents the single greatest opportunity for everyone (consumers and companies) to benefit from greater access and understanding of each other. Social media has taken the praise, gripes, and plan hopes for brand interacedtion from the pubs, garden fences and buses of the world, and made them manifest online. We can read them, analyse them and act on them.

But this opportunity for all is threatened if we allow anything other than unbounded joy to cloud understanding of why companies would wish to watch and interact with these online conversations. It is not sinister - it is supportive; it is not big brother - but better brands; it is what consumers want - fulfilling purchases without having to overtly ask for tweaks, remedies or responses.

That's why now is the time for the PR industry to stand up and explain, promote and clarify social media monitoring customer service. These programmes are simple to implement (hence the challenging 'just' earlier in this missive). They require a certain organisational commitment, the addition of some proven expertise (and we're naturally happy to discuss our expertise in this field), and some readily available software. We believe in the power of social media to improve consumer experience and company performance, and hope others will join us in celebrating it.

So, to return to the initial scenarios, Gatorade are making an excellent start with this video. Let's see more of the same from others.

 

Posted by Alex Pearmain