The Customer Is Always Engaged: 4 Steps to Social Media

July 25, 2014 Jeffrey Hayzlett

There’s an old saying in business, “The customer is always right.” We all know that isn’t necessarily true all the time, but one thing is: The customer may not always be right, but they are always engaged. 

Social media has given customers all around the world the opportunity to share their voice, whether it’s to promote or complain. They are constantly connected—and we, as sales and marketing professionals, need to listen to the conversations. We have a phenomenal opportunity to speak directly to consumers as the conversations are happening.

Whether the conversations are positive or negative, they’re happening whether you’re there or not. Their experiences are becoming a part of your brand’s story—online, and accessible by the rest of your customer base.

We know of the horror stories of social media listening gone wrong, when customers complain and brands respond poorly (or not at all); when hashtags getting hijacked because they weren’t thought through. These are all real possibilities, but the positive responses outnumber those negatives by multiples.

When marketers are crafting their brand’s story, there are a few things to keep in mind—specifically the 4 E’s dedicated to building customer relations.

Read about the 4 E's on SalesForce.com.

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