In the last two years there has been a steady rise in brands wanting to get involved in social media. We know it’s the new, inexpensive way to increase brand awareness and boost sales, but I’ve been wondering about the moral implications of companies cashing in on people’s chat.
We all know people have emotional connections to their favourite brands. I prefer Starbucks to Caffé Nero, Apple to PC, and Virgin Atlantic to British Airways. I’m happy to wave their flags and say I have an affinity with those companies and their products. It’s this sort of intense customer loyalty that all companies strive for, and many marketing departments think using social media is a quick way to get it. Well, it is, but not without risks.
The argument goes that a brand which connects with people on social networks will then get fully engaged, spend-happy customers in return. In some cases interacting with consumers via social media can have that effect. But the assumption is the relationships you build will be positive and healthy. To ensure that, however, you need to connect with the right sort of customer and behave in a way befitting your brand values.
The thing is, like all relationships, it could go wrong very quickly. What if the reality of your brand online is different to what people expected? What if you end up having a relationship with someone who becomes a wildcard? And what are the moral implications when a relationship with a customer starts to fail? Do you work at it or end it?
The first thing most social media consultants would suggest is to have a document that has policies and procedures for damage limitation. But unlike the usual documents that look at media law issues such as libel and copyright violation, I’d suggest you go one further. You need to understand how your brand would handle various emotional issues on social media, and how you’d deal with them internally too.
Imagine you have a relationship with a man called Bob. You’ve got to know him well. He buys your products, bigs them up and you think of him as a brand ambassador who provides great feedback. What would you do if Bob threatened suicide? What are your moral responsibilities?
Social media is great fun, but like all relationships there’s a serious side that can’t be ignored. Companies have a moral obligation to their customers if they say they’re on social media to develop a better understanding of them, and brands need to be there for the bad times as well as the good. If you’re interacting with a customer on social media and you panic at the first sign of trouble, you’re not really having a relationship or investing in what social media is all about. You’re having a one-night stand and you’ll get the reputation you deserve. Using social media is about investing in something long-term with your customers. Get it right, and they’ll be in love with you for keeps.
This piece was my third column for New Media Age magazine. You can read the original article here.
