The new consumer is constantly sharing opinions about everything online, including brands.
So said Bellinda Carreira, Standard Bank's digital and direct marketing manager, speaking at the Social Media World Forum in Cape Town last week.
Carreira introduced the delegates to Generation C - the “collected, connected consumer” that spans social and economic boundaries and believes in the adage: “I share, therefore I am.”
“If your reputation is what people say about you when you leave the room, your social reputation is what people say about you whether you've left the room or not,” she said.
She noted that it has become very important nowadays to be “in the room” when people are discussing your business. This kind of listening is possible by monitoring mentions of your brand across social media using a variety of tracking tools - both paid-for and free, she pointed out.
Carreira said by consistently monitoring what people are saying about a business, organisations can gain valuable insight. She advised businesses to track both their own brand and their competitors' in order to create comparisons.
According to Carreira, engagement in social media needs commitment, resources, time and content. “Businesses need to concentrate on becoming involved in conversations; not simply broadcasting their own messages.”
She added that it's important for businesses to think before reacting, to strategise and manage their social media platforms responsibly and consistently in order to be successful.
Related story:
Is tweeting for the birds?
Share