The most trusted source for anyone is someone like them. It maybe someone who share the same interests, the same likes and dislikes or even the similar thoughts and ideas. The shift to social customer is attributed to the culture that accepts now the social customer can control the conversation – they have wherewithal to support or damage your business. It forces businesses to rethink the idea of management which cause marketing to change dramatically.
Social customers attempt to get distant from the gibberish advertising, spam messages and cold calling. They want to be control of their own experiences. When the average customer thinks of a brand, 90 % of the time they’re thinking of the dreams and aspirations that will become a reality if they purchase the product or the services.
Social customers want to have a say. The milestone to this evolution comes from the convergence of social technologies and user behaviors that allowed the voice of the individuals to become “loud” as a group of consumers. They want to tell you when you’re screwing up, conversely they also want to tell you the things you are doing well.
Social customers want to buy things based on their schedule not yours. They don’t care if it’s the end of your quarter. They want to do their own research before making a purchase decision. Social customers are aware of the abundance of information on the Internet which makes researching process is relatively easy. They want to make sure you deserve that sale.
One question remains: Is your brand ready to become a social brand?