Complaint Vs Compliment. The sea of change in social.

For many brands, the modern fear is watching a long list of complaints pop up on their social feeds.

<<Breaking news>>

If it’s not on social they’re probably still telling their colleagues or friends it happens.

However, a change is taking place. And it’s mainly being driven by millennials. Some recent studies show that people born in the 80s to early 2000s are more likely to post compliments for good service than complain about bad service. Instead, they walk away more – because they are one of the most unforgiving generations. That means it’s important to get it right so they don’t look to your competitors’ recommendations or reviews on social to see where to go next…

Why does this segment of society behave like this? Well, because millennial's are looking for authenticity, and, when they find it, they praise or comment on it and become advocates.

In fact, a recent study by Parature (July 2015) found that 50% of respondents said they have used social to praise a brand and only 30% to complain.

Maybe that means it’s time to open these channels to start truly engaging negative comments rather than hiding from them. And, if you find you’re only receiving comments from disenchanted customers, perhaps that’s saying something about your product or service, and not your
channel usage.

So, why open those channels?

According to Nielson, over 90% of consumers trust recommendations from friends and family, even when they fly in the face of advertising. The same report also states that earned and owned media is more trusted than bought. 83% said on earned media they trust recommendations from people they know, and 66% stated they trusted consumer opinions on earned media.

The cherry on the cake?

Social selling is predicated, if patterns from previous years are any indication, on social commerce — the act of selling via social networks — which will likely increase in 2017.

For example, an Internet Retailer’s Social Media 500 report said that social commerce rose 26% from 2013 to 2014. According to a report by MarketLive, an e-commerce platform, in Q2 of 2014, less than one percent of revenue could be attributed to social recommendations. By Q2 of 2015, that figure had increased 151%.

Additionally, Business Insider reported that e-commerce referrals by way of social media increased by nearly 200% between the first quarters of 2014 and 2015.

The take out...

Open those channels. Because if you are delivering a great product, you will get great reviews and they will influence great sales. This is based on the premise that you actively manage your social media channels and don’t use them to randomly broadcast. And this is managed all day, every day, with a strategy behind it.

Social selling or direct influence has, depending on who you listen to, increased by anywhere from 26% to 300%. What I can guarantee is it is on the way up. So – time to get on board.

Gavin W H Anderson | Head of Strategy | 21st April 2017

Get in touch with Gavin about your social media

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