Online insights - Keys to success

Unsurprisingly, word-of-mouth remains the most influential factor in advertising recall. People will follow a recommendation from someone they know and trust far more willingly than they will an enticing advertisement. It’s called “social proof”, and it’s a vital component of any marketing or advertising endeavour.

It is valuable to look interstate, overseas and at other sectors to learn how they operate online and adapt best practice to suit the automotive industry.

ShineWing Australia’s Hospitality Insights Report contains a lot of useful content, including the surprising fact that many companies are still not making the most out of social media to get more people through their doors.

However, it is surprising to learn how amenable social media technologies are to carrying the flow of social proof online.

Often, when business owners use the term “social media”, they are talking about Facebook. While Facebook is a very important channel, it pays to remember that any digital technology that facilitates two-way communication between people online is considered social media.

Under this broad definition:

Forums
Review websites
Online support portals

… along with the usual content-sharing platforms, all count as social media.

With this in mind, consider how easily the different roles can intersect. How many patrons have left you a review on Instagram? How many of them have reached out for assistance on Twitter? How many people have you seen carry on long and involved conversations in the comments section of TripAdvisor?

Social media channels allow friends and family members to communicate dynamically and in real time; and, as many can attest to, there is no shortage of those willing to share their opinions.

The keys to social success

Be present.

Whether you like it or not, social media is now part of doing business. The decision is not whether to engage in it or not, but whether your business will keep up, or be left behind.

Not only does having a social media presence allow you to build social proof, but it is also a form of social proof itself; businesses who open themselves to social scrutiny and engage in the online community are considered more trustworthy than those who won’t.

Be personable.

Recent studies have shown that, surprisingly, negative online reviews can do more good than harm. A few negative reviews show that you’re not perfect, and are therefore real and not fictitious. This increases people’s ability to trust that the positive reviews they see are genuine.

Moreover, it’s your response to a negative review, not the content of the review itself, that either helps or harms you. Being sarcastic or condescending in response to an unreasonable review may feel satisfying, but all your patrons see is immaturity. Use negative reviews as your helpdesk – find out what the problem is, fix it as best you can, and you can turn detractors into promoters.

Be proactive.

Social media – Facebook in particular – represents the most affordable advertising platform to date. For less than $100, you can reach numbers comparable to those of print, radio or television campaigns. And unlike traditional channels, you can target your audience with pinpoint accuracy.

But you can engage your audience without spending a cent. Don’t wait for reviews to come – ask customers to share them. Ask for their opinion on matters such as service, performance and even value. You will be surprised at your audience’s willingness to engage.

Word-of-mouth flows freely in the digital space through the channels of social media. Don’t hold back from investing in your social media strategy – it’s a vital part of increasing your patronage.