Years ago if consumers were dissatisfied with a product, service or particular brand, they simply told a friend, wrote a letter to Which? magazine or participated in a ‘That’s Life’ phone-in. Now, in a digital era dominated by online reviews, blogs, Facebook groups and Twitter feeds, the consumer voice is louder than ever, and brands are being discussed (behind their backs) at length.
Social media has opened our eyes to the strengths - and weaknesses - of businesses. Thanks to the internet, bad news can spread like wildfire and, unless managed ethically, responsibly and immediately, can tarnish your reputation for good. Or can it?
This session, as part of Social Media Week, examined the extent to which you should incorporate the digital rants of the public into your communications strategies, and at what point a minor grievance becomes a significant one. Should we actively seek feedback from consumers and how should we be interacting with them online? And should foes be listened to more than friends, fans and followers?
Our panel of experts provided case studies and practical guidance, encouraged debate and answered questions on when we should listen to unhappy customers online, when we should get them involved in our brand campaigns and whether the noise of a few vocal, unhappy customers makes any difference to the bottom line.
Chair: Tom Ollerton, business development manager, Skive
With drinks brought to you in association with Ale 2.0
