Before Social Media
Think back 10 years ago. Let’s say you had a HORRIBLE experience at your local pizza place. (I know – hard to imagine pizza being bad, but play along!) Your server was rude, the pizza was horrible, and to top it off, they overcharged you.
How do you address the situation? Of course you would tell your friends, but what next? Would you have approached the manager? Written a letter to the editor of your local newspaper?
Now, imagine if that happened yesterday. Would you have posted a photo of your gross pizza to your Facebook and Instagram page? Would you have written that restaurant a bad Yelp review? Chances are that you would have.
According to Dimensional Research, customers who suffered a bad interaction at a business were 50% more likely to share it on social media. And those same people were 52% more likely to share it on an online review site such as Yelp. And what’s worse is that 86% of people who have read negative reviews said that information on social media changed their buying decisions.
Take heart, this is just an example. But small businesses and nonprofits have to take social media and real time communication seriously. Thankfully, not all social media communication is bad. People are willing to share the great experiences too – and this is a great FREE marketing tool for your organization to take advantage of. People need to know who you are and what you do, so you need to make sure that they get the information they need. You can take a more traditional route, like buying attention with commercials, or flooding journalists’ emails with press releases.
But, if you incorporate social media into your existing media plan, you can get much more for you time and effort. Your customers are already on social media. The Pew Research Center showed a shockingly high number of adults from 18 to over 65 on social media and a breakdown of their usage:
So, make sure your brand is on social media and make connections! Answer people’s questions about your events, prices and hours. Share updates and things related to your industry. And you’ll have the added benefit of learning more about your target market by seeing their interests and gauging their reactions to your social media efforts.
And if you need any help, let me know. I’ll be happy to introduce your organization to social media, from Facebook to Snapchat.