The relationship between companies and users on social networks is constantly changing. Since the popularization of social media, there is talk of a new type of consumer in social networks, taking into account their relationship with companies in these media.
In general terms, it can be said that the more authentic a brand’s personality is on the Internet, the more effective its strategy will be. But… what are users looking for in them?
Most of them consider that the trust that the company transmits on social media is essential when making the decision to purchase a product or service. Above all, users value the candor of companies: they trust and buy products or services from brands that are honest. You should never forget this if your SME or business is present on social networks.
Values that consumers look for in companies on social networks
Five fundamental values can be established that every user of social networks takes into account when interacting with companies, both SMEs and large businesses, on social networks. They would be the following:
– Honesty. The user wants to be informed of the company’s news clearly, without filtered or intentional messages. Transparency is essential so that you can trust both the company and its communication channels.
– Bidirectionality. The consumer wants to receive messages, but also send them. You need to talk to the brand, be heard and have your requests taken into account. The relationship with the company must be close and close in both directions, establishing “one-to-one” communication.
– Immediacy. The customer values the speed when receiving answers to their questions through social networks. Nor do you want to find out about the company’s news through other communication channels; If you follow their corporate profiles it is because you prefer to be informed up to the minute through them.
– Influence. The user wants to receive interesting messages that are so valuable that they can distribute them among their own contacts on social networks. Additionally, you want to be able to share your experience with them, recommend a product, or know what your friends or people you trust think about a certain service.
– Benefits. The consumer follows a brand on social networks because they will get a benefit in return. That is why you do not mind receiving information and even advertising from the company, since this allows you to be part of an exclusive club from which you will obtain some advantages: discounts, access to exclusive information, contests and gifts, etc.
Different ways to interact with companies on social networks
Others should be added to these fundamental values, such as the company being politically correct on social networks. For example, it is essential that the brand does not enter into current issues that may be controversial or that involve an ideological position. This does not mean that there is no talk of entertainment, marketing or even television programs. Any comment that serves to give a break from the more business content, prices rise.
On the other hand, it must be taken into account that the user looks for all these values in a general way in their relationship with brands on social networks, but that they do not relate to them in the same way on all platforms.
For example, while on brand.
Be that as it may, now it is the consumer who has the last word in the relationship established with the brand on social networks. He is the one who decides which company to interact with, which company to follow, which product to recommend… just by pressing the “Like” button. And if the interaction is not beneficial, he can undo the like with a single click of the mouse.
This reality changes the traditional rules of the communication game, but it also modifies the way in which companies must consider both their presence on social networks and the marketing actions they are going to develop in them.
