How to use social networks for a feedback with the consumer

Before emergence of the Internet the image of many companies formed spontaneously and was based on the performed activity. Producers could control a situation around the brand. Customer interaction was constructed on the basis of polls, focus groups and marketing researches. But to hear opinion of consumers it was problematic, for this purpose they needed to write letters or to call by telephone. The principle of interaction "the producer – the consumer" was that information from the producer is directed to all consumers, the consumer seldom reports the problems and wishes because of complexity in communications.

With development of opportunities of a global network consumers received freedom to openly discuss any goods, services, trademarks, producers. On social networks, media resources, blogs and other portals positive and negative reviews are multiplied with a huge speed, besides, that earlier fixed assets of communication were printed media, television and radio. Today many large companies address development of own reputation program for formation of positive opinion on themselves and products.

With the advent of the Internet the situation changed for benefit of the consumer, information on the producer and his competitors is available to everyone now, new instruments of influence on opinion of clients appeared: CRM, e-mail mailings, responses on the website and others. Information background of the company is influenced by more and more sources today, online editions, different messedzher, forums and portals join traditional media. The Internet opened huge opportunities for expression of own opinion and its report to people around. The principle of interaction "the producer – the consumer" is expressed now that information from the producer is directed to all consumers, but he already receives a point feedback from the consumer.

Now the consumer seldom trusts information which is distributed by the producer on the advertizing platforms selected by it. He looks for responses, independent opinions, asks councils the friends whose number is measured in networks even not by tens, but hundreds and thousands. Active communication of consumers among themselves creates reputation of the company without its participation.

Let's sort in more detail opportunities for work with responses, opinions and claims of clients. Work with opinions of clients should be constructed on the basis of monitoring, response and the analysis.

The first stage. Monitoring

Monitoring can be manual or automatic. The expediency of the choice between manual and automatic is defined by the number of the kontekt which is created in social media. The quantity of content, i.e. an obsuzhdayemost of a product or the company on the Internet first of all depends on as far as these products or service mass and demanded. For example, the quantity of responses on quality of mobile communication will always be more, than quantity of responses about construction of oil constructions. On the Internet and readiness to make contact with the consumer too a lot of things depend on activity of the company.

Manual monitoring in the majority consists of Yandex search according to blogs and also GoogleAlert. Automatic monitoring is provided by a number of services: IQBuzz, YouScan, Kribrum, Wobot, etc. The main objectives facing the systems of automatic monitoring consist in the width of a scope of search and speed of information display in service.

During the work with responses each company the question of the speed of the answer to the arrived message about it interests. I can tell that certain time of the answer to the message should not exist as for the period of the answer different factors influence: the message appeared on twitter or at a regional forum, the message was published at the prime time or at 3 o'clock in the morning, the message was written by the top blogger or the school student with three followers. Of all this there is also an understanding of urgency of the answer and, of course, we should put time for check and information processing. In my opinion, optimal time reaction should keep within at 8 - 12 o'clock.

The second stage. Response

Each company selects own strategy of interaction with consumers. It is necessary to develop policy of reaction of the company on what happens in network. For support of a customer loyalty it is very important to select people who will give correct and prompt answers, without giving in to temptation "deliver into place" the troublemaker. The loyalty is based on simple respect for people. To learn motives which induced them to write the message on social networks we cannot. It is very important to consider negative messages not only as expression of negative emotions in relation to a brand, but also as the constructive criticism giving opportunities for development of the company.

All arriving messages need to be processed on tonality and it is desirable to range on a message format, a source, the importance of the document, negative type.

For communication with consumers on social networks it is necessary to register the company on all most popular platforms where information on it can appear. Accounts should be obligatory corporate as attempts of work with false accounts (hiddenmarketing) will always very easily be recognized.

For any negative arising in social media the standard response should be produced. It is created not only to notify audience that the negative information is accepted by the company, but also because the company wants to deal with a problem and further to eliminate a source of its emergence.

It is worth to remember to thank users who positively spoke of the company, a brand, a product. Normal thanks is capable to work wonders. Unfortunately, in most cases the companies work only with the negative information and forget about huge opportunities of a positive. It is possible to find positively configured users, to offer them cooperation (action invitation, an additional discount), and, further, in their person to receive excellent distributors of information on an exit of new products, actions and other news of the company.

The third stage. Analysis

Very important not only in time and in full to obtain necessary information, but also to draw the correct conclusions, to correct strategy, advertizing policy, etc. Otherwise you in vain spent the time. Modern monitoring systems are capable to issue a huge number of analytical reports, such as ratio of a negative and positive on the company or a product, distribution of audience by a sex, age and geography, to show information splashes and dynamics of succession of events in time and many other things.