If you’re serious about building your brand and developing your online communities, tracking your social media performance is absolutely crucial. Unfortunately, however, many brands, and particularly those serving the B2B market, are not paying enough attention to the insights and feedback customers provide about their products and services via social media.
Satmetrix reports that only 49% of B2B brands track what consumers are saying about them via social networking sites. Compare this with 78% of B2C brands and 68% of brands serving both B2B and B2C markets. Even more, only 31% of B2B brands have a course of action in place for handling and following up on customer feedback via social networking sites. This is a large gap when compared to the 58% of B2C brands and 54% of those serving both markets that have such procedures in place.
This is regrettable, as the ability for two-way communication between your brand and its online community members is one of the most valuable advantages that social media provide. Failing to track customer feedback on social networking sites opens your brand up to a wide range of risks and PR nightmares.
Yes, tracking and monitoring customer feedback about your brand on social networking sites is an absolute must. Remember that the Internet doesn’t operate according to your office hours. You need to be monitoring what people are saying about you 24 hours a day, 7 days a week.
In addition, if you’re going to be present on social networking sites then you’re going to have to be social. This means responding to your consumers’ comments, answering their questions and even asking them some in return. Don’t be another faceless, corporate entity. Give your brand a personality and become someone who your loyal brand ambassadors can relate to.
It may seem like a lot of work, and that’s because it is a lot of work. But remember that social media is here to stay. So, if you want to see results, be prepared to dedicate the time, money and resources, as you would with any other marketing effort. After all, if you’re going to do something, you might as well do it right.