Fear Is Not an Option

John Kreese said it best when he delivered one of the most memorable lines in the movie The Karate Kid, “Fear does not exist in this dojo, does it?” I have been tempted to use this quote when visiting businesses about implementing social media into their marketing strategies. Why, you ask? Because that is one of the biggest reasons many companies do not want to engage in social media, FEAR.

Many are afraid to give the customer a voice, they are afraid of constructive criticism and they are scared to death of the commitment social media takes. It is frustrating at times to hear this from companies who consider themselves to be on the “cutting edge” of marketing and technology. There are a number of ways to address these concerns with businesses, however the best rebuttal I’ve come across is simply saying, “Fear is not an option”.

Whether businesses like it or not, the customer has a voice on social networks. They are going to talk about their experiences, good or bad, the customer is going to rate the service they received and the customer is going to comment on the product they just bought. Here is what I suggest, LISTEN TO THEM. Your customer is your biggest fan. They are helping you get better, they want your product to get better and they want you to succeed. Use their voice as a tool for improvement. Your customer’s criticism can be constructive - utilize this resource.

Finally, social media does take a commitment by the organization, from the top to the bottom. Messages need to be delivered, they need to be consistent and they must be heard. Social media gives companies this opportunity, it gives the company the opportunity to control their message, develop their brand and create customer loyalty. One in every six minutes on the Internet is spent on some social media network. There is no piece of mail, print ad, website banner or phone call that is going to get this much exposure. So, why the fear?

In the end, businesses need to stopping being afraid of the voice of their customers and embrace social media for what it truly is, an opportunity. An opportunity to improve, an opportunity to increase revenue, an opportunity to develop customer loyalty and an opportunity to deliver your message.