Now we’re contemplating reputation, responsiveness and the power of social media.
No doubt, access to social media is changing the face of business and customer relationships.
Business at whatever scale has approached two-way interaction with their customers cautiously and usually in controlled environments.
Social media presents a conundrum. It holds a vast capacity to reach broader audiences with frequency. But for business, its power for good can as easily be used to create evil. Reputations are at stake and with reputation goes customers, sales and businesses, down the gurgle.
Social media is pushing the envelope on old school marketing which is all about how to influence public opinion. Instead it presents a new opportunity through a two-way symmetrical relationship to have real dialogue with consumers.
The reluctance of business to get on board is that they can’t control the outcome.
The problem with not getting on board with social media is that they can’t be part of the solution.