As consumers, we’ve all become accustomed to setting the agenda for what we buy, when and with whom. We all search, select and disregard products services and brands within seconds. And so while the web has helped the world to shrink, the potential distance between supplier and consumer has never been greater.
Social networking sites appear to provide the perfect solution. They offer the ultimate ‘middle ground’ between customer and supplier as two way communications are only achieved by mutual consent.
Interestingly, a study undertaken by the Yankee Group on behalf of Siemens Enterprise Communications found that when it comes to social media, demand is outstripping supply. The research suggests that 70% of consumers want to interact with businesses via social media but that only 30% of businesses are able to respond.
The sheer scale of the potential social media provides is undeniable. Incredibly, 25 million Britons are now on Facebook. YouTube is now the significant search engine competitor to Google.
For those organisations looking to take their first steps into social media, our advice is to make consistency your mantra. Integrating your business objectives online is far easier when social media is part of a focused and systemic approach. Look for ways in which social media can enhance your existing marketing efforts. While consistency of message is critical, it shouldn’t be confused with repetition.
privacy and cookies policy