Social media // how important is it for your brand?

Awareness towards social media has in general heightened. When social media sites such as Facebook and Twitter first took off many big brands jumped on the bandwagon, attempting to be at the front of this trend by setting up pages.
  
The difficulty here is that few truly understood how to use this media and we did not know yet how consumers were going to engage with it. As these platforms evolve and we gather a database of information on how consumers are using these platforms, their attitudes towards social media and brands and their receptiveness to offers and groups, we are becoming more savvy and relevant to the consumer in our approach.
  
Many brands, however, have not progressed far beyond simply feeling as though their brand needs to be present in this space. But being present quite simply isn't enough.
  
According to an article on Simply Zesty, 83% of social media users have not followed through on a purchase due to poor customer service. An even bigger concern for brands is the way that social media users are more vocal (largely due to the nature and reach of the platform) in their appraisal, but also particularly in their criticism.
  
If brands do not learn to respond in a timely, collaborative and apparently genuine nature they will lose followers, and gain non-fans at a fast rate. It's time to listen and respond; an opportunity to show that you care and build that relationship with your consumers on which your business success may rest.