By Stephen Schweickart
RISMEDIA, July 20, 2010—Adding video to your social media recipe is like adding butter and salt to popcorn—it takes things to a whole new level. Countless companies are capitalizing on the new found benefits of using video to market themselves effectively on everything from Facebook and Twitter to YouTube and My Space.
But in return for the widespread exposure, they’re also discovered that in some cases, it also means giving up control over some of their carefully crafted branding. After all, the power of social media lies in the fact that everyone can put in their two cents worth…including dissatisfied customers.
But before you gasp in horror at the very idea…maybe it’s a good thing. Why? Because it’s a win-win. The would-be customer learns about what others think after using your product or service. It’s almost like “try before you buy.” After all, our conventional marketing is a bit biased, isn’t it? Consumers appreciate a source for real life, first hand information. That’s why using video testimonials has become so popular.
If someone posts an occasional bad review, remember to give the audience a little credit. Most of us realize that even the best products occasionally have their critics, regardless of how good they are…because some people are simply impossible to please. What’s important is the consistent, overall impression people have of doing business with you. An occasional malcontent isn’t going to scare everyone away. And when problems do occur, view them as an opportunity to provide outstanding customer service.
The other half of the win-win formula involves your product or service. Simply stated, it keeps you sharply focused on the importance of quality in everything you do. Social media has become a billboard for corporate transparency and public scrutiny. Other people can hang our dirty laundry on the line for all to see, so we best keep on top of things. In the end…it’s a win-win. The accountability keeps you sharp, and the consumer feels more confident about buying your product or service. Thanks for watching!
Stephen Schweickart is the co-founder of VScreen. For more information on this topic, visit VScreen’s blogsite at http://www.vscreen.com/blog/.
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