On August 17th this year, Rob Fraser wrote an opinion piece on the mUmBRELLA site about how most businesses should refrain from creating social media sites for their brands. His argument is that social media should be used by companies to promote positive value for consumers such as promotions or a hilariously funny new advertisement, but that establishing platforms for customers to criticize a brand is a no-no.
Fraser contends that "companies exist to sell stuff and make money, not friends." Keeping this in mind, it can be absolutely relevant for a business to utilise the Internet and social media to research their customers, find out their wants and concerns, and implement strategies to satisfy customers (with the end goal of improving profitability). But, "clumsily [starting] uninvited conversations with" customers online is not a brand's job, especially when so many of them do not accept criticism well. Rather, companies need to use this tool to listen to customers who are going to express any strong feelings they have about a brand online whether the business has a social media page to do it on or not.
Considering bad news tends to make headlines more often than good, social media pages, Fraser argues, are simply fueling the potential for a public relations fire storm.
Whilst Fraser makes very valid points I would argue that if a company has a solid positive public persona that is in line with their business values, social media can be a way of growing a brand and ensuring this positive image is maintained. If companies have a reason to be good to their customers and their staff, they will make sure both parties are happy. Social media, with its obvious potential to exacerbate negative consumer perceptions, can be this reason.
Ultimately, social media is not for every company. It must to targeted, of value to consumers and monitored correctly.
To read Rob Fraser's full article, click the link below.
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