Social media

Social media is technology that lets users create and share content — posts, photos, videos, reviews — and take part in social networking by connecting with other users and responding to what they share. For a business, it is more than an online poster: customers can reply, ask questions and post their own opinions, and everyone else can see those replies.

Talking to customers in both directions

Traditional advertising mostly sends a message outwards. Social media allows two-way communication: a customer posts a query and the business answers, and a customer leaves feedback that the business can read and act on. For example, a bakery posts a photo of a new loaf; a customer asks whether it contains dairy, and the baker replies within the hour. Because the answer is public, one reply helps many other customers at the same time.

Researching what customers want

Much of what customers post is useful information. By reading comments, reviews, polls and the questions people keep asking, a business can learn about customer needs and preferences — which flavours, sizes, colours or opening hours are wanted. A bicycle repair shop that is repeatedly asked for weekend drop-offs has found out something a survey might have missed, and can adjust what it offers.

Better service, more returning customers

Replying quickly and acting on feedback improves customer service. Think about a customer whose problem is sorted out in public: they are more likely to trust the business and buy again, and their positive comments may persuade new customers to give it a try. That can lift sales without the business paying for advertising space, because the conversation itself does the persuading.