One of the greatest advantages of social networks is their ability to connect your company with your direct client and provide an open dialogue with him. It is also possible to know about the quality of your client service. Such thing allows you to create loyal users by giving your clients an opportunity to make the acquaintance with your business. You will have this result if you use social network in correct way. But there are cases when you can lose your customer loyalty because of unwise use of social networks.
How is it possible? Just read the following situations where incorrect use of social services can bring more harm than use.
You don’t fulfill promises
While promoting your profiles in social services you give some promises to the clients. For example, you promise that they will get exclusive discounts and offers if they “like” your page in Facebook. Or you give a promise that they will the first who know everything about future shares and events if they follow your on Twitter. It is great while you are able to fulfill all promises and not to ignore your accounts in social networks.
You clients wait the fulfilling all promises you have given to them. That’s why they are loyal – they trust you. In case if you don’t justify their confidence you can lose their loyalty.
You make them feel that you ignore them
If one of the customers called to your shop with some question, but you didn’t call back, such conduct can make the client get angry and he will never use your service again. Of course, it is easier to ignore than to make a community of loyal clients. The same thing occurs when you ignore them in social networks.
More than 70% of companies ignore complaints which they get on Twitter. Facebook reports that 95% of brands ignore comments of customers on their walls on Facebook. If you are going to follow such course you can be sure that you will lose your loyal clients very soon.
You are inconsistent
Inconsistency in actions is the best way to avert people from your business. Before making a decision to cooperate with company every client should know what plans it has and what ways it uses in order to reach them.
If I plan to make a contract with you for reconstruction of my building, I must be sure that you are not going to string me for three weeks and then leave the job unfinished.
How can your activity in social media make your client to ask the question about your inconsistency? But what about the blog which you have started and then have thrown it? Such behavior tells about often changes of your plans.
Inadequate reaction to criticism
There are not so many things which can kill the clients’ loyalty so much effectively as public “war” with other clients. Unfortunately, such situations occur in social media. Of course, you love your business and when somebody writes something insulting for you, you reaction is very much emotional. But remember that you will lose not only the clients with which you start to squabble, but even those who were just interested in the situation.