It is a well-known fact that most smart phone users like to check out product reviews online before they make a purchase decision. Reviews, online conversations and forum discussions are all part of the user-generated content that influence shopping decisions. This content is known as Social Commerce and it is important for businesses today to harness the power of Social Commerce in order to retain their customers.
So why exactly is Social Commerce Engagement so important for businesses? Simply put, Social Commerce represents the online reputation of a brand’s products and services and can often make or break a conversion opportunity. If Customer A reads a positive review, she is more likely to buy one of your products, than Customer B who has just read a negative post about your product on someone’s blog. This is simple common sense.
It’s also common sense to accept that not everything written about your product online will be positive. Some of it will be negative. Some of the reviews and comments might even be fake. But in all circumstances, whether your product’s reviews are good or bad, you should know exactly how to engage with Social Commerce. There are two key points to remember here.
1) You can’t delete negative comments and posts: It might seem like the right thing to do, but deleting everything that reflects badly on you only positions you as brand that can’t or won’t take feedback and criticism. The internet is vast and there’s so much information available that it’s impossible to control. In such circumstance, you would do best to accept the negative feedback. Don’t ignore it. Your customers would respect you a lot more if you took the time out to respond to it in a positive, constructive way.
2) Take control of positive feedback: Don’t just respond to the negative comments. Also take the time out to thank or engage with customers who have left positive reviews. Ask them for feedback on other products or more specific comments regarding what they like about your products. You can also go a step further and enable all your customers to post reviews on your website, so that you have a better idea of how your product is perceived by users. Doing this also makes your customers feel like their opinion is valuable to you.
According to this report by Econsultancy, more and more social commerce engagement is happening via mobile. This is great news for any business. A brand can leverage the power of mobile to solicit more feedback from customers, in the form of reviews, posts and comments. By simply asking them to scan a QR code or NFC enabled hang tag, customers can be encouraged to access social platforms through their smartphones and leave feedback. Brands can then respond to this feedback on a regular basis and keep their customers engaged.
Mobile lends an immediacy to the brand-consumer relationship that did not exist before. By using this platform to encourage conversations with customers, brands can thus focus on creating deeper engagement with them and work more effectively towards creating loyalty.