Developing a social media community can definitely be an intimidating leap of faith. Business owners, executives… they can easily be scared away when they weigh the “pros” against the “cons.” Trust me when I say I’ve fought this fight.
When I was first setting up social media accounts for the insurance company, the same question was posed to me in different ways multiple times: What if people comment or post negative things about our agency?
As Gary Vaynerchuk so boldly expresses in The Thank-You Economy (paraphrasing here),
Bad reviews are better than no reviews.
If people have negative things to say about your brand, they are going to say them – regardless of whether or not you provide a platform for them to do so. It would be to your benefit that unsatisfied customers are ranting in a place that you can see it & address it.
I believe that if you are doing business ethically and transparently, you might lose business from a customer that you downright can’t make happy. But you won’t walk away the bad guy.
Providing a place for people to give honest reviews allows you to hear what your customers like, want, & need. And here’s the kicker: you can talk back.
“Social Media” isn’t a scary marketing tactic you, as a CEO or business owner, know nothing about. (Hint: you’ve been doing it for years.) It’s just communication… with technological advances that enable you to do it in a different (and much broader) way than you’ve ever done before.
Don’t be scared. Jump in! Remember: your customers are already talking about you.