You can't think about getting into Social Marketing with out first building a solid foundation to grow upon. If you have problems with dissatisfied clients you need to take a step back and build you customer service foundations first.
Who doesn't, on a regular basis:
- read newspapers and magazines?
- listen to the radio
- read email
- or check social networks like facebook
- print ads (newspapers, magazines, posters, billboards, etc)
- radio ads
- designing a website
- social marketing
The big question:
Q) I often get asked "but what if a customer posts something bad about us online"?
A) My answer is often "is there bad things about you, that customers might post"?
This could be a number of things. Some you can predict others you can't. The answer is to have in place customer service strategies that deal with these issues when they arise. Just like customers in your store, online customers expect to have their problems solved by you.
Many people worry that this just makes customer service problems public for all to see. I agree it does, but at the same time it also brings the solution that you provide into public view. This might provide a solution for other customers and resolve their problem with out you having to deal with it.
We have used both Twitter and facebook to resolve customer service problems both publicly and privately and in all cases the customer has responded by posting great follow up about how we resolved their problem. And in one case came into our store and spent $700 just two days later.