Photo by Maurice Schadee
When I talk to business owners, I’m surprised that so many of them view social media as just the new advertising channel. They view social media as replacing TV, radio, and newspapers, to broadcast advertising to waiting consumers, and they don’t recognize that “social” implies “engaging” with customers and clients. They tend to build a “web presence” with a website, Facebook page, Linkedin profiles, and a blog all sending out the same advertising message. There’s no effort to really start online conversations with potential clients and customers, and they don’t respond to customers and clients who try to engage with them.
These folks almost never react when someone posts a great business review. What a wasted opportunity! Here’s a recent customer comment from a local restaurant’s Facebook page:
Great food and service at a reasonable price. Had the lobster raviolli very very good. Service was outstanding. They are having an Easter brunch that should be great. Rick and Patti
There was no comment back from the restaurant management like, “thank you so much for writing this!” Why not send these customers a coupon for a discount on their next visit? Wouldn’t these comments work well as a testimonial on the restaurant’s website?
Here’s a comment left on a local realtor’s Facebook page:
I had a great pleasure working with [………] from the River Oaks offices on my first home purchase! She was behind me every step of the way, helping out as much as she could! She was simply brilliant – the best real estate agent I could wish for! Thank you!
Again, there was no response from the realtors on this company’s Facebook page. Most of the Facebook entries were advertising announcements from the company — “we won this award or we sold this many homes.” All of the comments except the one quoted above were from agents gushing about working for the company. Not much social engagement going on here! Other than the one unacknowledged compliment, there was nothing on this Facebook page to convince a potential client that this real estate company was any better than the next.
Use social media to get social — engage with customers and prospective customers! Respond when someone says something good (or bad) about you on Facebook, in a blog, on YouTube, or in a review. Call Rust Reviews if you need help getting started.