Revisiting a brand's Web2.0 purpose

A recent experience with a leading telecom major’s unresponsive attitude on its social handles while seeking a solution to a specific need compels me to question the purpose of its existence on such platforms (this company once upon a time encouraged to “express yourself”). And being its new customer for a specific service, the absolute disregard on its part miffed me. Such experiences are not peculiar for netizens. With the hope that marketers’ cognizance of customers’ voice will change their outlook towards responding to customer woes, I take to this platform to pen down my thoughts.

Every brand today is all guns blazing with marketing efforts across the web to stay relevant and closer to the customer. And almost without a doubt, a social media strategy is a vital part of the marketing efforts for most companies. Sprawling its presence across multiple platforms, most companies dedicate a large part of their spends for their SoMe efforts. But the question that remains surrounds the purpose of such an existence. If sharing a promotional post on its handles, as the traditional world of advertising does, is the primary goal then this may be worth reminding that self-proclamation is lethal. It does not however mean to say that promotional posts are taboo. Having a platform and not having the relevant content is equally damaging. Audiences connect and engage with brands hoping that their voice is heard quite easily and instantly, which otherwise is challenging in conventional medium. Customer service, quick responsiveness etc as goals are fancy as objectives on paper unless they are truly meant and acted upon. On its part an organization could perhaps be constrained by resources (human) to constantly respond to every message received in its handles. When a brand fancies going out and about with its social presence, it is imperative to hear out its audience, for people love being heard. If the idea is to overwhelm them with marketing bursts without connecting, it is sabotaging its relationship with the audience.

At the risk of sounding theoretical and / or echoing an already voiced opinion closely in line with the above, it would be interesting to invite and note perspectives.