|You did say “All I can eat?!”|
|Image courtesy of BlackTie Digital Marketing|
After you finish your homework, take awhile to gather the results. It could take a few months before you get a sense of whether the brands you liked or followed are too much in your face or seemingly ignoring you. As interactions occur, keep a chart and note your reactions and feelings. If you’re like many consumer
s, you’ll start to learn that the fact you liked a brand does not really mean you’re a fan. In fact, a study published by Exact Target called The Meaning of Like (you can download it) found only 42% of consumers agreed that marketers could interpret a like as such. What does this mean for businesses?
|We Can’t Bully Customers into Loyalty*|
We have to go beyond like to ‘customer experience’. Because getting a like, similar to making a single sale or getting a first donation, is not going to build our brand over time. It’s what happens next… and next… and next… that makes the difference. The good news is that it’s easier to get folks who’ve already made a decision to make that same decision again. It’s up to us to earn the renewal by treating our friends to the best experience possible – and this means we must be customer-centric. We must constantly ask: What’s in it for them? (Just as you should ask, when doing your homework, “what’s in it for me?”). Once we figure out our consumers’ value proposition, all we have to do is deliver.
To quote the brilliant Brian Solis one more time: In social media, it’s less about caveat emptor and now about caveat venditor, let the seller beware.
*Cartoon by Tom Fishburne.