This week I found Ch. 14, Integrate Social Media into the Entire Customer Experience particular interesting and wanted to know if you guys had agreed with Kerpen’s statement that some companies only ‘website’ is their Facebook/Twitter and blog pages and if you felt there is a disadvantage to using social media as the only source of information or would the company benefit better from having a website and using the social media as a promotion tool? Do you see a future of “no websites” and only social media taking charge?
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Kerpen seems to argue that it would be better for companies to make their "official website" their Facebook page, Twitter profile and blog (2015, p. 175). There are some cases where small, local businesses can perform well and benefit from only using social media, as social media pages are free and websites cost more to maintain. While Kerpen makes a valid point that social media is where the consumers are spending most of their time, if consumers don't make it to a website or store to make purchases, it doesn't matter how many followers or likes you have on your social media pages.
Dianne Buzzeo, CEO of Ability Commerce, an ecommerce service provider, says "I think social media is unbelievably valuable with a huge potential for getting information and advertising value in social media, but then you need to bring people back to the store to place the order" (Beal, 2012, para. 14).
As of now, it is best for companies to have a website with integrated social media. One of the biggest advantages to having a website is that the company can boost its brand image by having online real estate, with a platform/design that is unique to the company's brand. Social media sites act as a "middleman," and companies have no say about the platform or policy changes.
Companies would benefit most from having a website and using social media, not only as a promotional tool, but as an ongoing conversation with consumers. Websites should provide easy access to social media pages and vice versa, for consumers to navigate seamlessly across platforms. While I do not see a future of "no websites," I do see websites and social media continuing to integrate.
References
Kerpen, D. (2015). Likeable social media: How to delight your customers, create an irresistible brand, and be amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest and more (2nd ed.). New York, NY: McGraw-Hill.
Beal, V. (February 1, 2012). Can Facebook replace traditional business websites? CIO.com. Retrieved from http://www.cio.com/article/2399845/software-as-a-service/can-facebook-replace-traditional-business-websites-.html
Small businesses are more apt to be able to function with just using social media until they have the resources to build a web site and maintain it. I find having customer reviews of products and services helpful when purchasing online. The feedback allows both positive and negatives from consumers and with the use of social media these comments can help or hurt a company viral reputation in the matter of minutes. Larger companies need to have trained staff to handle such scenarios in a timely manner. While we are to listen to the customer, but be timely and properly respond so to avoid confrontation by the purchaser. A happy customer, is a happy business owner.
ReplyDeleteDo you feel that no face-to-face communications affects how we would interpret the comments the wrong way? How do we know one is who they say they are and if they're being truthful online? We truly don't know who is at the other end, so is the customer always right or do we end up bending the rules to please them.
I also find customer reviews helpful when making purchases online. Customer feedback can vary, especially as businesses could receive comments from anyone. As for no face-to-face communications, I think it isn't too difficult to misinterpret comments. Business owners should always consider what is said about their company. Whether true or false, the company will have to back up what is said by doing good business, and being honest and transparent. In our text, Kerpen states, "When a company chooses to be engaged with its customers, it commits to being truly concerned about what they say, think, and feel" (2015, p. 70). I don't think this means the customer is always right, but a concerned business owner would always consider what the customer says and how it would affect their business, then take action accordingly.
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