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Embracing dissent

Posted on:  Wednesday, July 8th, 2009 by David Gurney

The fact that we’re at the beginning or in the middle of a massive recession (depending on when you think it started) is fairly obvious, but given that we’re going to come out of it at some point and your customers, consumers, supporters or users will still be there, how should you be spending the marketing budget you have left? Is moving forward with web strategies a good idea in a downturn?

We’d say yes (well we would, wouldn’t we), but there are solid reasons why online and particularly social media deserve more of your consideration.

In any downturn, marketing has to work with much reduced budgets and the CEO will still be breathing down your neck asking about ROI and increasing sales. There’s nowhere better for spending a little to achieve a lot than the web.

For starters, online is cost-effective. For a limited budget you can reach huge numbers of people. Videos, podcasts, email newsletters and blogging cost little. They can be your most effective and lowest cost form of advertising, and unlike traditional marketing and advertising efforts they come with solid metrics.

People like to feel that they’re involved with organisations that they like and this is where social media really comes into its own. A medium that allows your users to really hear the authentic voice of your organisation; to reply back; to feel included. Best of all you leverage your existing users into being your most effective spokespeople. This is likely to require a substantial change in your organisation’s mindset. Blogging only works as a communications tool when it is perceived to be open and honest. There’s no use simply spouting the official line and not listening. Blog openly and honestly and people will respect that.

Similarly, it’s no use quashing customer or user dissent by censoring your social network. This will enrage people and incentivise previously quiet critics to start talking. It’s amazingly helpful to show that you can take criticism and deal with it, and if you sort out customers’ queries and complaints, you’ll be able to add to your army of online advocates. You may find that great ideas are started by people you’ve never met and handed to you for free.

Social media is also becoming the place people turn to for advice about what and where to buy, after all you don’t want to make a mistake when money’s tight, and if the worst comes to the worst using it to help them find a new job. If you want to attract the best staff when we climb out of recession then having a great reputation can’t hurt.

Even if you choose not to take part in the social media whirl then keeping an eye on it is always a good idea too. It could help you work out why you’re failing to connect with supporters, failing to retain great staff or losing customers to a competitor.

All valuable business intelligence and all for pennies.

Photo credit: qwirksilver on Flickr

Tags: blogging, censorship, marketing, recession, social media