The Double-Edged Sword of Social Media

It’s a familiar story: A customer has dinner at a restaurant and has a less-than-pleasant experience. Before the meal is even finished, a complaint is posted on his or her Facebook page, perhaps even accompanied by a photo. Now that many businesses have Facebook pages, these complaints are not reserved to an individual customer’s account, but can be posted for the general public to see.

Social media is a double-edged sword that business owners must learn to manage. While Facebook pages and Twitter accounts can garner positive attention, it can also be catalyst for negative publicity, if even one customer or client is unhappy.

One excellent example of the power of social media comes from one customer’s experience with a well-known airline. The woman perceived her treatment from flight attendants to be unnecessary and in violation of her personal rights. Instead of a phone call or visiting a customer service desk, she voiced her complaint on Twitter by using the company’s handle. Within a few hours, this one complaint had sparked a national debate about the rights of nursing mothers, reaching national media outlets. The airline had to then deal with the fallout of an exorbitant amount of negative attention–all from one tweet from one unsatisfied customer.

Not every customer will be satisfied nor will every complaint be handled in a way that will reverse the feelings of a displeased client or customer. However, there are ways that businesses can manage their social media accounts in a way that convey the following:

  • Excellent customer service
  • Concern for customer problems
  • Fast response to social media comments
  • Relevance in a digital world

The importance of good social media management cannot be understated. From maintaining a strong relationship with customers, to understanding how to use media platforms to boost business growth, it may be time to reach out for help. Customers appreciate prompt assistance from a company that is engaged with their customer base on a personal level.

Fortunately, businesses do not have to delve into the world of social media alone. Even the smallest business can benefit from professional experience when developing their social media presence. We can offer both large and small business owners assistance as they navigate the many aspects of digital and online marketing, including using Facebook, Instagram and Twitter advantageously.

Allow us to help you with the following:

  • Use Facebook, Twitter and Instagram to generate more website traffic
  • Properly handle customer service issues through social media
  • Develop Facebook ads for business growth
  • Build a strong and professional Twitter presence

In order to be successful, businesses must learn to harness the power of social media and use it positively to further the goals of the company. Failure to do so could result in a business that is unconnected with the needs of their client base or perceived as “out of touch” and disconnected. Social media is often the “hook” through which successful companies find new clients and maintain continuing relationships with previous customers. The relationship between business success and social media management has grown rapidly in recent years, and there is ample evidence pointing to continual growth. Do not get left behind in this race.



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