Social Media – A Leap of Faith for Companies
Posted by Ankur Salunke | Posted in Marketing | Posted on 12-02-2012
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Let us have a look at the behaviour of a customer when he gets acquainted with a product. Initially he would get to know about it through various media like TV, Print Ads or the internet. Then he would weigh his options considering various criterions like price, utility, value etc. Before the advent of the internet the customers had to rely on what was shown on the Television or what was published in news papers and magazines. The only way the customer could verify the claims of the companies was to try out the product or by word of mouth which was not very effective due to the limited exposure to people who used the product. People were apprehensive about reviews that were given on Television and in Newspapers as there was a possibility of these reviews being sponsored. But today it is not just customers giving the companies feedback, but the internet has opened a channel between the customers. Forums, blogs, social networking sites have been game changers. Customers are very quick to voice their opinions on the web. The customers air their opinions freely on forums and blogs that give them complete freedom to express their views. These opinions can be positive or negative about a product. Either way the company can use this as an opportunity to consolidate their position. This gives the company a unique learning opportunity using which they can they can carefully study the reviews of the customers and then make suitable amends or changes in the product in accordance with the expectations of the customers. Understanding, measuring and responding to customer reactions on the internet has become an industry in itself. Nielsen has a suite of products that helps the company to perform an in depth study on the customers i.e. their demographics, preferences and behaviour.

Should the Companies participate in Social Media?
Now this was a question that many companies faced during the dawn of social media on the web. Some grabbed this new opportunity to understand their customers better while others were slow to respond. Gradually there has been acceptance in the industry that social media is here to stay and it will have a powerful impact on the way companies promote their products. Not participating actively in Social Media could convey wrong signals to the customers. The customers might think that the company is unconcerned about their views. Even worse, misconceptions about the product may go uncorrected and create false rumours that may damage the reputation of the company. Companies realized that participation in social media conveyed a sense of trust, which is very important for it to build a reputation. The companies do not have any fear if they believe that they have offered the best they could to the customer. In case the review is positive they company can officially participate in the discussion and amplify the facts that have helped it in getting a positive review from the customers. If the reviews are negative the company can clear any misconceptions that the customers have about the product. For example HUL has started the ‘Sunsilk gang of girls’ online portal to increase awareness of their products. This initiative comes from an effort by Sunsilk to develop a greater understanding and connect between the consumer and the brand by building another interface with them. The brand stands for togetherness, fun and expertise, and that’s what the site seeks to propagate. It also serves as an exclusive girls’ forum and helps them share information related to health and well being.
Participation in Social Media broadly involves two stages. First is making the Customer aware of the products by advertising in appropriate places. It is easier to target customers as a group rather than as individuals. It is easier to penetrate the group as word of mouth advertising works efficiently due to the trust between the members, their ideological proximity or common interests. So the companies can target specific groups (online communities) which may appeal to the members. If you are a MBA entrance exams coaching agency, then placing advertisements on a MBA entrance discussion forum makes more sense than advertising on a Forum for Photography. So participating in social media gives you the opportunity to selectively target the audience that you feel would be more receptive to your advertisements. Another advantage is that you can measure the response of the customers on social media. Number of page views and the number of banner advertisement clicks are examples of parameters used to study the interaction with customers. The quality of the interaction can be gauged by parameters like the time spent and bounce rates i.e. how frequently users have quit the site. The second part is actually interacting with the customers. In addition the company can selectively participate in discussion on these forums to dispel any doubts that customers may have regarding the company and the product. Some of the companies have forums of their own, which completes the cycle by facilitating feedback from the customer. It is this feedback that has opened a completely new dimension that can be explored by the companies. The internet has revolutionised the marketing scene and there are many more changes to come with the boom in the number of internet retailers.







