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The modern fear of social for many brands are complaints on their social feeds (Breaking news if it’s not on social they’re probably telling their colleges or friends it still happens!!) BUT a change is happening mainly being driven from the millennial’s some recent studies show they are more likely to post compliments for good service than complain for bad service. They walk away more, they are one of the most unforgiving generations so it’s important to get it right and when they do walk away they look for recommendations or reviews on social to see where to go! 

Why do they behave like this? Millennial’s are looking for authenticity and when they find it they praise or comment on it so becoming advocates.

In a recent study by Parature (July 2015) they found that 50% have responded that they have used social to praise a brand and only 30% complain, so maybe it’s time to open these channels and start truly engaging not trying to hide from negative comments, if you are only getting negative comments maybe that’s something about your product or service not your channel usage. 

So why open those channels? According to Nielson, over 90% of consumers trust recommendations from friends and family, even when it flies in the face of advertising, the same report also states that earned and owned media is more trusted than bought, 83% on earned media trust recommendations from people they know and 66% stated they trusted consumer opinions earned media.

The cherry on the cake? Social selling is predicated, if patterns from previous years are any indication, social commerce — the act of selling via social networks — will likely increase in 2016.

For example, an Internet Retailer’s Social Media 500 report said that social commerce rose 26% from 2013 to 2014. According to a report by MarketLive, an e-commerce platform, in Q2 of 2014, less than one percent of revenue could be attributed to social recommendations. By Q2 of 2015, that figure had increased 151%.

Additionally, Business Insider reported that e-commerce referrals by way of social media increased by nearly 200% between the first quarters of 2014 and 2015

So the take out…

Open those channels because if you are delivering a great product you will get great reviews that will influence great sales. This is based on the premise that you actively manage your social media channels and not just use it as random broadcast, and that is named all day every day and with a strategy. Social selling or direct influence depending on who you listen to anywhere from 26% to 300% but what I can guarantee is it on the way up so time to get on board.

By Gavin W H Anderson