Traditional “word-of-mouth” marketing is still highly effective in today’s digital age, though it’s more likely to take the form of tweets, Facebook comments, and other electronic transactions. To effectively harness the power of social media, small business owners and entrepreneurs should engage customers in a way that allows them to communicate exactly what they like — and don’t like — about their company or service, says global consultant Ron Kaufman, author of Uplifting Service: The Proven Path to Delighting Your Customers, Colleagues, and Everyone Else You Meet.
“Companies should be saying to their customers, ‘If you did not enjoy our service, please tell us. If you did enjoy our service, please tell someone else,’” says Kaufman, who offers the tips below to companies and individuals looking to use social media to create and foster successful professional relationships.
Keep It Simple: Kaufman recommends making it as easy as possible for clients to comment on your service, thereby spreading the word to other potential business. Offer clients a forum for rating or commenting on your services, and solicit responses in ways that make it easy and convenient for them to respond.
Offer Thanks: You don’t need to bribe customers in order to encourage great reviews, says Kaufman, but a little appreciation can go a long way. A quick note of thanks — whether via email or as a publicly posted comment— lets customers know you appreciate their reviews and that their opinions matter to you.
Ask For Help: Mistakes happen, and when you invite clients to bring their complaints directly to you, you show your willingness to resolve their issues. Soliciting for ways to improve your service helps enhance client loyalty and will likely improve your overall business model.
Take It All Online: Funneling customer questions or queries through your Facebook page, along with your timely answers, not only helps you share valuable information with current and potential clients, it also allows your social media page to become a repository for relevant tips and information.
More on how to use social media to satisfy your customers and build a better business model can be found in Kaufman’s book, Uplifting Service.
Moses Keshishian is the Social Media Specialist with the National Notary Association.