Higher Expectations for Corporations Online

As we all know, corporations have turned to social media because of the incredibly vast marketing possibilities that exist. Social media provide easy, inexpensive and nearly limitless access to huge markets of current and potential customers. Customers are constantly being exposed to a barrage advertising messages on Facebook, Twitter and any other site they may frequent. Corporations are permitted to contact consumers whenever they would like on social media.

                However, social media are a two way street. An article by Marisa Peacock offers in interesting look in the mindset of consumers while they are trying to contact corporations on social media. The article cites a study conducted by Maritz Research. The study concludes that people are equally as likely to use social media to vent about grievances with a company as they are to share their positive experience with friends and give credit.  However, an overwhelming amount of the people who reach out to corporations through social media had never received any sort of response. The majority of people reported that they did not even expect a response while of any sort while they were posting.

                I think that it is time for us as consumers to start to hold corporations to a higher standard when it comes to responsiveness through social media. Corporations are now using social media as a platform to increase revenue, both through extensive marketing as well as online purchasing forums. If this is to be an extension of their “offline” business, they should be held to the same level of customer service. It would be completely unacceptable for a customer to call into a corporation to address a complaint, just to have the phone call go unanswered. I do not think it should be any different while dealing with corporations on social media.

                I think that it is time for customers to change their expectations of corporations and stop giving them a free pass on social media. As I said, communication is a two way street. If we are going to allow them to endlessly market to us online, we should expect them to increase their receptiveness to our communication in return.