Social Feedback Cycle

So far we have been seeing how to build conversations, engage people with our brands to build awareness around the brand, product & service.  Most important work starts after the purchase considerations or after a consumer starts using the product, service; this is an area where major damages cause to any brand, service, product, identity etc. Most of the reviews we see is the result of unhealthy experiences of the services, product. Most of the marketers fail to analyze this aspect and hence try to build awareness without knowing what is been written and what is been talked about a brand. The most important thing for any marketer before getting into Social Media Marketi­­­­­ng, is to build internal process to handle queries and marketing promises effectively after the purchase cycle as it reflect in the discussions of the online users. Most important thing is the efforts made behind Social Media Marketing are endless, hence to manage these activities effectively in the long run; one has to be very clear in understanding the willingness of being transparent in their communications.

Coming back to the feedback cycle, most of them in India have also realized the importance of the Social Feedback cycle and they are working backwards the set few things right in order to gain consumer’s trust. And some are still getting carried away with review portals where their product reviews can be posted with an additional cost.

This is still fine in few cases as manier times, it is really difficult to rate a particular product as it might have too many features for a consumer to rate it, this also involves a strong market survey to understand what a best deal would be for a consumer, base on it a balanced review can be generated. The best example I would give in India is mouthshut.com. This is the only portal in India which had been purely into user generated content and currently a leading portal for UGC across India and also influences lot of people in their purchase decisions. I would rate this portal to completely dependant on Social Feedback Cycle.

But yes there are other portals too which handles fake reviews, so beware of it.

I would identify the most important area in Social Media Marketing is the Social Feedback cycle, the feedback cycle shows a clear path to your future Social Media Marketing efforts. Hence I would also say that Social Media Marketing is not for everyone and everybody, but most of them 🙂

Building Social Conversations

Conversations are built on the quality of the content used, it could be in the form of Pictures, Videos, text, link, captions or any form of the content. I am not just saying content, but it is all about quality content. “Quality Content!!” this sounds too tricky. Sometimes I would feel what quality content would be. Is it professionally shot pictures, videos, written text… Hey…. No not at all… What I mean about quality content is something which triggers you to express your views, something which tickles you, something which instigates you to raise your voice, opinions. In other words, something which involves you in a conversation, viewing of videos, viewing of photographs and much more. The content associated with every conversation should connect users with their expressions and views. Be it a picture or a video, we always have something to say about it, but sometimes it subsides within ourselves or sometimes the content is so strong that we cannot handle our expressions and the result would in the form of comments, liking etc. Though it might be just a picture or a video there should be something associated with it, as every picture or a video has something to say always. Many of us still feel that if just sharing content would be enough to trigger conversations, YES in simple words. Imagine in our school days, everyone of us would be very excited to share our new fancy looking water bottles, New school Bags, New Book covers, New pencil boxes with our friends. Sometimes you also drive attention of people who are not your friends, just because you have something unique with you to talk about or share about.

It’s the same thing, you do it when you share something unique and creative with the users. These are key elements to drive people’s attention and hence building conversations around the content. Now this content could be company facts, their developments, their expansions in the industry, their achievements, let people know about what we are doing, in this case we are giving them an opportunity to speak to us or about us.

There are some other ways to look at triggering conversations such as using some teaser messages such as “Government goofing up with people’s tax money”, the picture or video associated with it could be very positive such as the video might show the entire tax money getting utilized for the betterment of the country and also showcases important initiatives taken in the progress of the country. These kind of messages will certainly add lot of value and will also gain lot of conversations to its surprise value too. So, the idea behind triggering conversations are not building BIG ideas, but small idea pieces which builds regular conversations around a brand, service or an individual