A recent BBC report showed how Starbucks are using their 14 million Facebook friends as an alternative to advertising. Social media platforms are used to discuss services, products, new ideas and to generally just hang-out together.
The big question, is it a phoney relationship? Many companies are saying no. The erosion of trust between large organisations and the public has stimulated this interest. Companies believe that harmony can be restored in a two way conversation through Facebook, Twitter and You Tube.
The BBC warns however that although customers love to evangelise and support corporations they are also quick to turn on companies when things go wrong. The BP’s slow reaction to engage in the social space during the Gulf oil crisis was the chosen example. Although the company eventually engaged through You Tube and Twitter they were far too late to override the parody sites that had emerged.
BP’s slow reaction to getting the two way conversation going led to a 2nd disaster by appearing to be tone deaf.
Is social media the best way for a company to get to know what customers think, want or need?
Whatever your view many companies want people to become your friend. Just be aware corporate friendship is getting big and coming your way.
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