Building positive relationships on social media is one of the main elements that accompany a successful brand’s image. There are multiple interactions that take place when a brand is communicating with their followers. This ranges from complaints to simple questions, but regardless of the type of communicated content, the customer has to be listened to. The public appreciates social media contact, and brands that guarantee responses to customers, like KLM, are receiving much appreciation on social media.
KLM notes that there is a downside of facilitating open dialogue on social media is it can yield public criticism. KLM accepts the criticism, which is a great way to interact on social media. It shows the world that regardless of the comment, they listen, care and value all of the feedback. As they say, thee ultimate reward is seeing people’s sentiment turn from negative to positive and spreading the word. This is a great outlook on the situation by KLM, and any successful brand should mimic such brilliance.
I feel KLM found their voice on social media with the way they choose to interact with all of their customers. First of all, they are genuine! Nothing prevents them from staying consistent in the way they engage the consumers, regardless of the issue. This brings about a humanization element to the brand that shows they are friendly and understanding. It all contributes to part of building lasting relationships.
The way I find my voice on social media is similar to KLM. I feel every comment should be a guarantee answer. Whenever I post feedback or a comment to a brand on a social media platform, I always appreciate a response. Whenever that response doesn’t come, it lowers their reputation in my eyes. If you don’t answer all (if not most) of the content directed at your brand, you lose the opportunity to engage and build a relationship. It’s not worth losing a current or potential customer because you chose to ignore personal messages.
Building successful relationships with “clients” on social media involves listening, responding and more listening. This is all part of the engagement process that can ultimately separate your brand from others in a similar marketplace. If you can continue to find your voice, stay consistent and acknowledge the comments about your brand, you will find yourself in good standing in the eyes of your customers.