La relazione con i consumatori attraverso i social media e internet in generale è un equilibrio difficile. Ma va trovato, altrimenti trattasi di puro tempo perso.
“The golden rule of engaging consumer sentiment appears to be “speak when spoken to.” Substantial majorities of consumers under 55 agreed that companies should respond to complaints posted in social media. But the survey option that elicited the broadest agreement was “companies should only respond to online comments made directly to them,” for instance, via social media. Most consumers, in other words, appreciate attentive listening and ready responses—but on their own terms.”
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