After reading the new Digital Life 2011 report it is possible that you change thy conception about the business use of social networks. Right now my view is leading a battle with my previous expectations.
Data from the investigation into the Social Media impact showed that the 53% of Social Network users refuse to engage with brands through them. People are willing to follow a brand online and be aware of the possible offers, but they do not want to interact with the company, rather people do not rely on it. Suddenly, the business profile in Social Media turns into the ugly friend. That is the big threat to any company basing its strategies in Internet.
So the key to building trust is information. Companies should be able to inform in the right way, users do not believe in the power of too much information, they want to know the product but without be shot with spam.
Despite the fact that Social Media can easily result in a loss of trust, the Data Report in the Digital Life 2011 investigation show that the 46% users in social networks make comments about brands online for the sheer pleasure of making known their opinion, which means a readily available opportunity for companies: “personalize their image from this starting point”.
In short, we can not expect nothing but bad news if not well managed Social Media. Like in any committee, the online interaction is fragile and could damage the company image, while a good strategy may guarantee a wide range of potential buyers feeling happy and confident.
Feedback is possible with good strategies, and it will be reflected in finances and loyalty.
Data from investigations: http://www.tnsdigitallife.com/