Having a feedback process for your brand on Social Media is undoubtedly a huge responsibility that most brands choose to skip. It is a common perception that a very small percentage of users actually end up giving feedback, either positive or negative, and hence the practise of receiving feedback from them does not provide value. Brands also want to avoid unleash of negative feedback in the online space and the repercussions associated with it.
It is important to remember that whether or not you have a feedback process for your brand, people are going to talk! There is no way in which you can control the word-of-mouth publicity that your brand may receive. The smarter approach would ideally be to have a platform for individuals to express their grievance and actually take it under consideration in order to resolve it and pacify the irate consumer. This will serve two purposes: Your eyes will be opened to a genuine or recurring problem associated with the brand and you will avoid losing a potentially profitable customer to a competitor.
Listening is an important part of any social media strategy that a brand may undertake. Unless brands listen carefully to the consumer perception they are unlikely to progress and provide users with a more user-friendly and interactive brand. This in no way means that brands should adhere to irrational demands of a consumer and apologize in all situations. However, a feedback channel can be a great source of new ideas to enhance the brand or start a whole new product category! The possibilities are endless; brands just need to strike a proper balance between being completely close-minded and overly subservient to a consumer’s demands. This customer relation can lead to a healthy engagement that you can capitalize upon for better growth of the brand.