As the “Social media” topic can be found under “customer service” on the EcommerceWiki, let us take a look at the advantages and disadvantages from a business perspective.
- Public problem resolution: If you solve an issue for a customer, and this issue is valid for other customers as well, you can easily mass-inform them via social media. Besides that, other customers can see that you take customer care seriously.
- Direct Engage: You can engage directly with consumers. Other than email or written letters, engaging with customers through social networks is often direct.
- Social Profile: Businesses can use the social profile of both customers and prospects to better personally engage with them and leave a good brand experience. Please remember: A brand is what people think, feel and say it is, based on the sum of all experiences that they associate with that brand. Social media can be an important aspect in that.
- Social Listening: By listening to the social mentions about your brand (and those of your competitors), you can adapt to customers wishes faster, develop new products or services to help solve problems, create partnerships, etc.
- Social media can help getting new prospects or customers. Especially so called “look-a-like” campaigns can be effective. Social media profiles of your social fan base are compared to similar people in the social network.
- Social Media can be a direct-selling tool (see for example the way WeChat works in China) or can significantly attribute to a sale.
- With a social network, customers and fans can help each other, instead of the fact that all knowledge and interaction have to be at the customer service department.