Social Media, as we all know is a very vast field for those who use it, for those who doesn’t use it, for those who study and monitor it and for those who still struggle to find the correlation between it and people.
Anyway, when it comes to marketing, some brands have rightfully chosen Social Media platforms to display a whole bunch of products, generated conversations and shoved the idea of that product in Social Media users. But, as a study suggests that only 14% population trusts marketing, rest 86% still look for peer recommendations. Also, trust score for a brand increases when it has 38% negativity amongst it’s consumers. As I have previously mentioned in one of my post “Social Media When…” that negativity spreads at 100x speed than positivity and comes down with the same frequency, similar is the case with the trust score.
People with such negative comments/ posts, can say anything and everything about something. It can be direct, related, indirect or sarcastic manner. This post is all about how should brands take “Sarcasm”.
For that, I’ve a very critical question, which I would like to bring to your attention:
a) Are brands allowed to take sarcasm?
The answer to this one isn’t simple. Because it totally depends upon what kind if brand are you. Of course, there are more chances of you being a consumer based brand since you are using Social Media to maintain your brand loyalty and market yourself. If so, what industry do you belong to? Say, telecommunications, beauty products, fashion, consumable goods or anything in which you are in touch with your end-user. Then, YES, totally YES, you are allowed to take sarcasm. In fact, it gives you a golden opportunity to immediately go a clock ahead of your competitors.
Here’s how. We all know about the Burger King twitter hack, anyone knows how burger king treated the situation after they restored their communications, successfully? They ACCEPTED it!
There you go, the key to successful engagement post crisis is accepting. Same is with sarcasm. If someone’s being sarcastic towards you, welcome it. Accept it. Win it. Treat that person. It would work as a charm for your brand’s trust score. Just don’t ignore. Turn the situation to an arena and turn to the stage as a stand up comedian, if you have to; everyone likes to laugh. Just don’t ignore.
Simple steps to get you there are:
1) Formulate an engagement strategy as soon as you know your sarcastic influence.
2) Build up a conversation on a personal note. Just remember, this one can bring a 100 more to you, without any effort and investment.
3) Once you have given enough attention, try and accept it again with a sarcastic tone of “it happens to the best of us”.
Not in one case, I can think of, this can go wrong. Communication on Social Platforms is similar to communicating in any public meeting, hence, doesn’t require a rocket science strategy. Plain communication is enough to cater to your own loyalty.
#Tip: Social Media is not “Word of Mouth”; it’s “World of Mouth”, hence, lets not make it complicated.