Going Social and the Importance of Reciprocity
1. reciprocal action or relation
2. a mutual exchange of commercial or other privileges
When introducing new customers to the concept of social media for business, many customers want to approach social with a tremendous caveat of full control and minimal reciprocation. This opens a can of worms, because the entire point of social media and Web 2.0 culture is to create a web of reciprocity - a mutually beneficial and rewarding relationship that allows businesses, customers, peers and others to connect, communicate and listen in a welcoming space. Businesses reluctant to reward fans or followers with a connection or acceptance creates the same kind of barriers that are experienced in traditional advertising - the corporate monologue that says "we are speaking and you must listen and obey."
This is not social media. Social media is just what it sounds like - socializing with others who have found their way onto the internet. This relatively new way to communicate requires a mutual relationship - if someone is reaching out, they most likely expect you to return the favor. You don't have to listen to everyone on the internet, but giving your online friends a gesture that tells them you're listening can help give your business a positive reputation online. Alienating potential fans by refusing to extend a hand in return could create some ire among your fanbase.
Before you think about diving into the social stream, ask yourself a few questions to get yourself on the right path:
How connected do you want to be to your audience? Honestly - Ask yourself this a few times to determine how involved your company wants to be online, because once you dive in, there is a certain level of commitment required to maintain that presence and manage your reputation properly.Do you prefer avoiding or ignoring bad reviews? Honestly - Many companies say they welcome criticisms, but when the time comes, they are first in line to click delete. Which company type are you?
What would you do with criticisms and feedback from your customers? Honestly - If a customer offers their less-than-favorable opinion, what will you take from it? Will you use that feedback to better tailor the customer experience? Will you set the feedback aside and continue things the way they've been going?
Do you have an interest in really getting to know your customers so you can offer them better services and products? Honestly - Do you care about your customers needs, wants and desires? Do you want to ask them questions about life, hobbies or other topics that are meant just to connect and not always sell?
If you've looked at the above questions and feel prepared to connect, welcome. Social media has been waiting for you! If you're still on the fence about the level of commitment involved in connecting socially online, I recommend you sit back and think about the pros and cons of both use and avoidance before investing any time or money on social media.
Danica Jones is the Social Media Director at Quantus Creative Internet Marketing, a tech start-up located in Tulsa, Oklahoma. She has been active in social and online communities for over a decade and counting and enjoys helping customers discover the magic of Web 2.0. For more questions about how Quantus can optimize your online presence, call us at 918-794-2758 or visit http://www.quantuscreative.com/ today!
