After reading chapter four, Social Media and Your Targeted Audience, in the book The New Rules of
Marketing and PR by David M. Scott, there were many important tidbits that stood out to me. One that stood out the most was the section about
businesses participating in online forums.
According to Scott (2013), “Your best customers participate in online
forums – so should you” (p. 64).
Online forums are a place where consumers gather to discuss
an array of topics in the form of posted messages. These discussions include topics about products and/or services of businesses. The comments can range from complaints to
positive feedback. Previous consumers
and potential consumers log onto these websites and create an environment that
can hurt or improve the business.
"When an organization is the subject of heated discussions, particularly negative ones, it just feels weird if a representative of that organization doesn't jump in with a response. If the company is dark, not saying a thing online, participants start wondering, 'What are they hiding?' Just having a presence on blogs, forums, and chat rooms that your customers frequent shows that you care about the people who spend money with your organization" (Scott, p. 64).
He suggest that a business does not wait until there is a crisis, but participate in online forums actively, (2013). When I am interested in a new product, I usually go to amazon.com and read the customer reviews. I regularly visit this site and I haven't seen any employees of a business comment on negative feedback and try to help out consumers resolve their situation. Many even comment on how bad the customer service of a company actually is. Another website I go to is, yelp.com. I use this website to look for reviews of businesses that offer a service. I have seen many companies actually respond to negative feedback on this site by at least offering an apology of some sort.
Having an online presence on these types of websites allows a business to intercept the negative feedback, thank the posters of the positive feedback, learn first hand how they can improve their products/services and create good customer relationships. A good customer relationship can help build brand equity and loyal customers.
Do any of you engage in some sort of online forums to discuss products/services purchased or read about products/services before making a purchase?
References:
Scott, D.(2013). The New Rules of Marketing and PR. Hoboken, NJ: Wiley, John & Sons,
Incorporated
