An estimated 90 percent of customers are influenced by online reviews, and nearly half of U.S.<br>social media users actively seek customer service<br>through social media. As a result, marketing is nowplacing much more emphasis on customer satisfaction and service. Social media monitoring helps marketers and business owners understand more about<br>buyers’ likes, dislikes, and complaints concerning<br>products, additional products or product modifications customers want, and how people are talking<br>about a brand (positive or negative sentiment).<br>Prompted by customer social media comments<br>about meats other than roast beef, fast-food sandwich<br>restaurant chain Arby’s launched a “Meat Mountain”<br>campaign poster showing various meats other than<br>roast beef. Arby’s customers mistakenly thought the<br>poster displayed a new sandwich and, through social<br>media, indicated they were anxious to try it. Arby’s<br>then responded with a new $10 Meat Mountain<br>Sandwich.<br>Social media campaigns can be tricky to orchestrate, and the results are not always predictable.<br>When social followers of Donald Trump called for<br>boycotting Nordstrom for dropping Ivanka Trump’s<br>clothing line from its stores, Nordstrom’s stock price<br>rose, and the company outperformed many of its<br>retail industry rivals in the months that followed.<br>Nordstrom customers remained loyal to the brand.<br>Previous Trump tweets calling out other brands such<br>as Lockheed Martin had hurt stock share prices. In<br>September 2016, San Antonio–based Miracle Mattress<br>provoked angry social media backlash when it posted<br>a Facebook video advertising a “Twin Towers Sale.”<br>The video encouraged customers to “remember 9/11”<br>and “get any size mattress for a twin price.” Miracle<br>Mattress removed the video from its Facebook timeline, and owner Mike Bonanno posted an apology<br>letter.<br>Sources: Rob Preston, “Open Road,” Profit Magazine, Spring 2018;<br>Melody Hahm, “26-Year-Old Launches Instagram-Fueled Fast<br>Fashion Brand,” Yahoo Finance, July 25, 2018; Craig Smith, “844<br>Amazing Facebook Statistics (July 2018) by the Numbers,” Dmr,<br>July 30, 2018; www.Macktrucks.com, accessed July 29, 2018; Janet<br>Morrissey, “Brands Heed Social Media. They’re Advised Not to<br>Forget Word of Mouth,” New York Times, November 26, 2017; Farhad<br>Manjoo “How Battling Brands Online Has Gained Urgency, and<br>Impact,” New York Times, June 21, 2017; and Lindsay Friedman,<br>“The 12 Worst Social-Media Fails of 2016,” www.entrepreneur.com,<br>September 22, 2016.
การแปล กรุณารอสักครู่..
