Friday, August 20, 2010

Why Your Brand Should Care About Social Media Users

It is a common wisdom to say that bloggers, Twitters or other social media users could have a great impact on a brand. As they master a fast growing medium, which is actually difficult to handle for brands that don’t have any experience, they could have a great impact on your customers thanks to word of mouth.

A recent study of Exact Target shows out that Twitter users, bloggers or regular comment reviews writers are 3 times more likely to impact brand’s online reputation.

"What happens on Twitter doesn't stay on Twitter. While the number of active Twitter users is less than Facebook or email, the concentration of highly engaged and influential content creators is unrivaled-it's become the gathering place for content creators whose influence spills over into every other corner of the Internet."Twitter users are the most influential online consumers - 72 percent publish blog posts at least monthly, 70 percent comment on blogs, 61 percent write at least one product review monthly and 61 percent comment on news sites.

According to these data we can see clearly that the “resonance concept” is true: Twitter users are more likely to spread the word of mouth at a high pace. All the different activities linked to twittering allow them to make a lot of noise on the web.

What does it mean for a company? It mainly means you must take care of your community. Community management is a key factor of success in order to spread positive vibes on these social media. You should not neglet this aspect, because if you don't take advantage out of your community by taking care of it, it will eventually cause you trouble if a crisis happen.
Also it is very important to take into consideration these data for customer relationship management purposes. Indeed, CRM is set to take care of the most important customers. Those customers might be important in terms of purchase power, but also due to their ability to spread good feedback about your products. You should find a way to evaluate the potential of these people, to act properly. Also, it would be a good idea to cross this information with your CRM data base, to see if some of your A+ customers are twitter users. It might help you go viral easilly in case you decide to plan such a campaign.