Now that brands are fully integrated into social media, customers have an easier way of communicating with companies. In the past to voice your opinion, you would have to either call the company or try and find an email address for them on their website. While both of those options are still available, it is much easier to find a company through social media and voice your complaint that way. Don’t get me wrong, people can share their positive experiences as well, but most people only share negative feelings.
I’m all too familiar with this. For years at the LPGA, I’ve been the one to receive our fan feedback that comes in through email. I would guess that 98% of the email I received was negative complaints. All that negativity could really get me down sometimes. While I enjoyed changing people’s opinion with a friendly response, it was hard to constantly have that negativity flooding my inbox. I have now passed that task on to someone else.
Our reading on social faux pas further reinforced the idea about sharing negative complaints. The surprising statistic in that reading was that only 50% of companies use social media to track and respond to customer feedback. This is now the place where a company is going to receive the most interaction with customers and half don’t even use it as a form of customer service.
Now with social media it is so much easier to let your voice be heard and companies have to monitor that conversation. Not only do they need to read it, but they need to respond as well. Not that I share my negative experiences that often on social media, but when I do I feel like the company deserves it. They should know about the bad experience and it feels good to know that other potential consumers of will see it as well.
When was the last time you shared a negative experience about a company online?
Our reading on trust and reputation management was an interesting one. While some of it was hard to grasp, it was interesting to read about how rankings on certain websites are formulated. This area is very important to sites like Amazon and EBay. I don’t know that they would be as successful as they are without those ranking systems. It’s a tad scary to think that people are working on ways to tie in all the different communities that are online to contribute to a reputation ranking.
Our last reading on tracking your social echo gives me a bit of anxiety. While I understand the importance of it, that task seems so daunting. If a company is going to track this, they should probably have a team of people in place with this being their sole job. Tracking all the conversations happening around a brand, especially a large one would take a lot of time. Then once it is tracked it has to be analyzed. I really hope they come out with more tools to assist with this process, as I don’t see anyone being successful at it if they had to track it all manually.
To track the LPGA’s social echo, we’d have to look at national and local media outlets, hundreds of blogs, Facebook, Twitter, Instagram, Vine, message boards etc. I think the interesting thing we’d get out of it is sentiment, as I think it fluctuates between negative and positive reactions based on what players are doing well.
Are you as overwhelmed as I am when thinking about tracking social echo?