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  • Business Today: Cooling virtual tempers

  • Business Today: Cooling virtual tempers

    Business Today: Cooling virtual tempers

    Business Today did a story on how:

    Customers are turning to social media to make companies accountable for lapses in service.

    I was quoted a few places in the story. Here are some comments I shared:

    1. In turn, many companies have hired special handlers to respond to irate online messages. “Social media matters now, thanks to the increasing number of people on Facebook and Twitter and the rising volume of their conversations,” says Rajesh Lalwani, Founder of Blogworks, a Delhi-based social media consultancy, whose clients include Samsung (former client as I clarified to the journalist who wrote the piece), Madura Garments. Companies are spending more and more of their marketing budgets on digital media, sometimes as much as 10 per cent, he says.

    2. For every complaint we have a set process,” says Blogworks’s Lalwani. “We try to anticipate every possible reaction and keep a process ready. It is not enough to merely reply to a complaint on a social networking site. For us, the problem does not end until a solution is found. To do that you need to have the right mechanism.

    3. Lalwani feels marketers should look beyond Facebook and Twitter. “Social media is about handling real businesses,” he says. “It is about facing challenges in this space and coming up with different business goals to engage the brand’s stakeholders.”

    The original story is here.

    Disclaimer: Views of authors are personal and do not represent the views of Blogworks, or any of its clients.

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