Social Media - When negative content produces positive results

Businesses are more likely to cringe at the thought of receiving negative feedback about their brand, prompting marketing managers to panic at the thought of users posting damaging information on social media sites relating to their business.

However in some cases, we are beginning to see companies take a different approach in the way they view social media sites, and the implications of negative feedback. Some marketing teams now view it as a way of addressing a problem, and more importantly, providing a solution.

Optus telecommunications have now utilised their Twitter page not only as a news feed for updates regarding the brand, but as an extra resource for servicing their customers. Optus have recognised that users are communicating with each other outside traditional channels, and have harnessed Twitter as a portal where they can provide solutions to customer enquiries and complaints, and as a result increase customer loyalty and satisfaction.

http://willscullypower.wordpress.com/2009/09/24/customer-loyalty-optus-well-done/

Banking institution First Direct have also utilised Twitter for receiving comments and feedback, enabling them to communicate more effectively with their audience. First direct are quoted as saying that this is ‘heralding a new wave of openness’ between the bank and its customers.

http://www.marketingweek.co.uk/3005576.article#&nl=BN&ln=15100906

The development of this new communication channel has generated positive dialogue amongst other social media sites, and has enhanced both Optus’ and First Direct's online reputation as companies who understand their audience and are ready to move forward with them in the way they communicate.

If you’d like to learn more about social media, drop me a line at nickb@polestarcommunications.com

You should also follow me on Twitter: www.twitter.com/nickbrauer