01.Introduction
Social media's most common activity is viewing other people’s comments and discussion on brands, products and services, according to Nielsen’s Australian Online Consumer Report. And it doesn't end there; forums, blogs and websites are also having an impact on business and providing positive outlets for consumers.
However, the same Nielsen report states that while 73% of online Australians look for other people's reviews and comments, only 43% of people going online actually post reviews. We know going online can get results, but if you're a beginner in this area who isn't very confident or active about getting your opinion online, this guide is for you. We also take a look a legal basics to posting in the public domain.
Businesses are listening
Savvy businesses are keeping an eye on what people are saying about their products and services online - and if they aren't, they should be. Our members have told us about companies responding to their comments and complaints on Twitter, Facebook and online forums, which shows some businesses are actively monitoring what people are saying online. We’ve also seen big businesses forced to act in response to mass-scale online blow-back, such as Harvey Norman after the failed GST for online retailers campaign caused a furore on Twitter.
While you might receive the cold shoulder from customer service hotlines and generic company email contacts, putting the information onto a public forum means other consumers will find it easier to access, and businesses harder to ignore. Nielsen data suggests that people typically head to these forums, social networking sites or review websites (in that order) to give their opinions. Blogs and uploading videos are another popular way people choose to attract an audience.
Increasingly, we're also seeing businesses going mobile in the marketplace to engage customers and use the online space to their advantage. The adoption of mobile technology can continue to benefit consumers as we develop new technology and utilise existing methods to share everything from product reviews to word of mouth.
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Forget hanging on the end of a customer service line if you have a gripe. Switch on your computer, log onto the internet and tell the world.