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Are you afraid of Social Media? The biggest worry for marketers is that someone can detract their message. They fear that someone can contribute negatively to their existing brand reputation. They do not want negative comments. They do not want Social Media.
Consider the example of any popular product online. There will be 100s of reviews for the product. Apart from these reviews, there will be 1000s of discussions on the product. Where are they happening? Anyone with a gadget and an internet connection can talk today. Someone can talk in his blog or in a social network. Not necessarily all talk will be negative. They can also promote the product with positive statements, photos, videos and share their enthusiasm for the product. It can go both ways, negative or positive. And everyone with an internet connection can have access to these for free. Businesses also get these promotions, endorsements and loyalty free of cost. If you are using social media tools, you can monitor these and you can use these references for free in your engagement. Such positive endorsements can promote your brand much better than your messages. You can also reduce misunderstanding of your product when you monitor negative sentiments or complaints. Or even rectify and can have a better product for future in genuine cases.
A whole lot of websites today serve as a place for such positive and negative sentiments which make or break a brand. Whether you participate or not, consumers have a voice today and they are only getting louder by the day.
Social Media is people talking to people. Hence your message cannot be controlled by you. It is not an announcement which people will just listen to. You can talk and they will keep talking too. The people whom you address are part of your message now. Hence you need balance. Their voice is equally(if not more) powerful.
Avoiding Social Media is not the answer to this. Educating people about your objectives will help. Being transparent should help. You can handle negativity in many ways.
The only way forward is to learn and use Social Media the proper way.
Originally posted on http://blog.varadh.com