Today’s poll analysis post was written by Mirna Bard, a social-media consultant, speaker, author and instructor of social media at the University of California at Irvine. Follow her on Facebook and Twitter.
SmartPulse — our weekly reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social-media practices and issues.
Last week’s poll question: Because of the social-media shift, do you think consumers are looking to be treated and spoken to as individuals instead of unknown statistics by brands?
- Yes. They are humans who want to be treated as such by building relationships, getting involved and interacting with brands 61.59%
- Neutral. Consumers don’t care as long as brands continue to offer products and services they need and want 35.76%
- No. Consumers know they will always be nameless numbers, and they are used to being spoken at through advertising 2.65%
It’s no secret that the social-media shift has changed how some brands refer to and engage with consumers. For years, many brands misunderstood the essential role of treating consumers as individuals, rather than nameless numbers. As a consumer, I want to be referred to as an individual.
I want to have a name. I want to be listened to rather than ignored. I want to be spoken to more willingly than spoken at. I want my wisdom to be considered instead of my intelligence insulted. In addition, I want to feel cared for and appreciated. Most importantly, I want companies I do business with to treat me as a colleague or close friend by building a genuine relationship with me. If I get the above along with great products and services, the brand will have their finger on my pulse which will allow them to discover how I think, as well as what I want and need. They will also have my loyalty, trust, more respect and lots of referrals. And given that approximately 62% of readers agreed that consumers want to be treated as humans by building relationships and interacting with brands, I know there are many people out there like me.
Of course, many brands still struggle with this notion and there are exceptions to every rule; however, some brands have found the keys to the kingdom. Numerous companies now understand that the social Web has become a fertile ground for enabling consumers to interact with them on a more personal level. The brands that are using social media properly — as a tool to monitor feedback, provide customer service as well as communicate and collaborate with their audience — are finally starting to apprehend that consumers are not just nameless statistics, but an influential voice that needs to heard, respected and appreciated.
It is extremely essential for companies to understand that social media is not just a marketing initiative for generating leads. Treating consumers as individuals by engaging them through social media and outstanding customer service, combined with amazing products or services and revenue-generating initiatives, can help make the relationship between a company and its customers a more powerful experience and a win-win for both.
Do you believe social-media shift is changing the way of consumers are treated and referred to by brands? Do you think brands are starting to have a grasp of what they need to change in order to treat consumers as individuals instead of just numbers?
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Mirna has nailed this topic perfectly! The significant increase of noise in the social networking space underscores just how dissastified the global consumer community actually is. Customers want Service before the Sale, during the Sale and most definately AFTER the SALE.
The brands that understand how important the service element truly is in building loyalty…will dominate the market in the days ahead. Conversely those companies that are only interested in the bottom line will find themselves begging customers to bring their business back.
The laws of supply and demand and price dictates everything no longer plays in the age of information. The people have spoken and only those businesses that learn how to listen will survive these volatile economic times.
Robert Doner
Founder
groubal.com
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Great comment Robert! So very true!
Robert,
Thank you for sharing your great insights! As you mentioned, customers have always been asking this of companies and it wasn't until recently because of this shift that some have opened the doors to transparency. I am sure fear plays a huge role since social media has enabled customers to be a lot more vocal.
Warmly,
Mirna
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Mirna,
Customers will always want to be appreciated. Some more than others but a company must never loose site of that or they will eventually loose the customer and more than likely their friends as well. We will always want to develop a relationship with our customers. Social media provides a unique way to do that.
But relationships remain key.
Takecare,
John
[...] via Do consumers want to be treated as individuals? | SmartBlog on Social Media. [...]
I think some companies are starting to realize that treating us as individuals pays off. Yet, so many still just look at us as numbers.
As one who works with small businesses, I've always recommended that individuality is key – that customers need to be treated as if they matter and addressed by name rather than "grouped" into a set of illogical classes.
Great job, Mirna!
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Social Media Networking is allowing me to have a relationship with our customers instead of just passively waiting for them to come to our store or website. I can thank them through messages and show them they are truly appreciated. It also gives a chance for them to interact with me and tell me what they really want! In the process, we become friends! This opens the door to many more opportunities….
Companies that don't start treating us as human beings rather than "customer numbers" will start loosing market share. We, the consumers, are"sick and tired and not going to take it anymore". All businesses need to do is stop and think for a minute – how do they want to be treated? How do they feel when they are forced through hoops trying to get a problem resolved? Goes back to what we learned as children – do onto others as you would have them do onto you. Basic and simple.
Great blog, Mirna!
Thank you all for your insightful comments and support! I am receiving a lot of great feedback from everyone, so this definitely is very timely
.
There is no doubt companies are becoming more aware that they cannot get away so easily with bad service or shoddy products with the ease of voicing your discontent through the vast network of Social Media channels. My recent blog post "Now the Customer really is King" outlined this fact – but also highlighted the dawn of Social Media has made it much easier for companies to get recognition and even rave reviews via Facebook, Twitter and more – just by giving that little extra. The really big bonus of Social Media for a company owner is the ability to monitor any comments about their product or service – and react. Even a bad experience can now be turned around with a prompt reply to a disgruntled Tweet or comment.
Things are definitely changing and consumers have a much bigger voice now!
Great article Mirna
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I will need to read your blog post Roger. I like what you say about "Giving a little extra". A small change can make all the difference, right? Thank you for your comment!
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Social Media helps balance the power between consumer/customer and business owner; an equalizer. I always love getting the bird's eye view of what is happening on this frontier, Mirna. Thanks for showing me by example. it appears that the possibilities are endless, really… !
Helen.
I am glad you are seeing that the possibilities are endless
. They truly are!
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Great topic and thanks for opening our eyes to a powerful subject.
Dr. Marc
PS 63:7
That’s a great poll Mirna! If company’s would would focus on helping people more than helping themselves they’d see huge earnings. Because people will buy from someone they know, like, and trust.
You rock…as always
Jared
EXACTLY! Why is that such a hard concept? haha! Thank you Jared!
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Excellent Post!
My recent post Top 10 Metrics for Measuring Social Media Marketing ROI
Thank you for reading and taking the time to comment Shama!
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What a great post. I'm not sure people have the grasp of the value of social marketing to brand themselves. I know in my Industry, this has not been the case. However, some do realize the value, as I do and fully believe that we must treat consumers as customers.
Dr. Joyce
I agree with you Joyce. Some also grasp it but are too lazy to use it as Lillian says above
. Thank you for your comment!
Mirna,
Great post. It's about time that companies start treating customers as relationships and not as commodities.
Deepak Gupta
My recent post Networking Tips for People from “Traditional” Companies
Hello Mirna,
Your article is awesome. If there is one factor that can make the difference between damaging relationships between companies and customers or deepening it, it is truly attitude. Congratulations on pointing out this importance.
Christiane
Damaging vs. deepening? I like that and so true! Thank you for taking the time to comment Christiane.
My recent post 10 Must Have Free Apps for the Droid Phone
You hit the nail on the head Lillian! *LAZY* is the keyword. I run across this problem on a daily basis…many wanting the solution to the problem, but not using it! Hopefully more and more will realize that it is not the time to be lazy
.
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Love it Mirna! You just about covered it my amazing friend!
"You were created for Extraordinary" – Chip Esajian
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What a sweet comment…thanks for reading chip! Don't forget to subscribe to the newsletter and vote, vote vote on Oct. 18th!
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Great article!!
Absolutely on target Myrna! Great article!
Susan Tulini
Mirna, you are very correct and thank you for your continuous input. I believe that "time spent educating people" is the essence of Social Media/Marketing. Some companies see the value in nurturing they pre-sales and post-sales clients and some don't.. I rather work with a pleasant sales person that is interested in me and my needs rather than the dollars I bring to the table.
[...] many dumb people out there?” The latest to raise my blood pressure was a poll question “Do consumers want to be treated as individuals on social media ?” If you don’t know the answer to this question than you are definitely in the wrong [...]