“In the 1990’s, if people wanted to complain about brands, they would have to develop an entire website from scratch, find an audience and submit their URL’s to different search engines,” said Chris Botha, managing director of the online complaints management service Getclosure, speaking at the Consumer Goods Council of South Africa (CGCSA) Summit 2014.
He said that once social media was introduced to the internet, it completely altered user generated content.
“Things that used to make it hard for people to communicate on the internet were broken down by social media. Most of your (brand) consumers are participating in some form of social media,” he said.
Botha explained that there were a number of factors that brands should consider when setting up their profiles, such as the objectives they want achieved, the kind of customer issues they’re ready to engage with, what news will be shared and how active are they’re willing to be. READ MORE
Source: www.cnbcafrica.com
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