Social media has taken the world by storm, connecting people all over the globe on simple, easy to use platforms. Social has also become a powerful tool for consumers to talk to the brands they subscribe to. In recent years, the social media call out has been one of the effects of this increased engagement with brands. Consumers use social media platforms such as Twitter and Facebook to highlight a brand’s faulty goods or services, bad behavior, or poor marketing. Brands can no longer sweep unfortunate interactions under the rug — this new level of accountability is crucial to any brand’s success.
Social has leveled the playing field for accountability by giving consumers more power. Not only can they speak up about a less than desirable experience but they may also go viral, resulting in meme, videos, boycotting and ultimately, loss of revenue. It is very clear that people recognize this power and often utilize it in situations where they feel they have been mistreated or slighted.
In the past, consumers often felt powerless against businesses, fearing they would be defamed or outright ignored if they called them out for mistreatment. Social media has provided a platform where people can share their experiences and even enlist the help of other users to gain more attention about their issue. So what does this mean for your app? If your brand’s mishap gets enough attention, the result could mean users deleting your app or worse, taking their business to your direct competitor. These days, a single hashtag could be the demise of an entire brand. With this in mind, it is important for brands to always deliver first-class service.
The old saying “The customer is always right” has never been more prevalent or important. Brands should pay close attention to the ways in which they treat their customers. With this new initiative to call out brands on social media, it is also important that company’s social media platforms are being monitored by employees trained to handle hard situations with disgruntled customer.
To read more about how social changes consumers interact with brands read the full study at Sproutsocial.