Social media usage is growing at a phenomenal pace, with close to two billion users across multiple social media platforms such as Facebook, Twitter and YouTube. This figure continues to grow at double-digit rates (Kasian-Lew, 2014)
What does this mean for businesses? It definitely makes the customer service more transparent. The power is no longer in the hands of the marketing directors; it is now in the hands of the consumer. To explain this further, previously businesses could focus all their energy into producing a message and promote it through one-way channels such as television, billboards or radio. Now, the consumers’ opinions, postings, reviews and recommendations also act as a marketing message to other consumer’s. Positive or negative, customer feedback is there for everyone to see, and it’s not making it any easier for businesses to manage their reputations (DeMers, 2014).
via From Likes to Being Liked – Social Media as a Customer Feedback Mechanism | Sophie Koudoua’s Blog.