How seriously can social media networks affect a company's image?

Today, social media network are one of the most powerful weapons provided to customers. Imagine that even a user of a social network can seriously affect the image of a company. Today's social media networks are a powerful test platform for companies, and not every company can succeed. Previously, when the client was dissatisfied with the services of the company, he notified them of this by phone or email and the conversation remained between the two parties. Now, an unsatisfied customer through social networks, whether by posting or commenting, can make this company appear in a bad light in front of other customers. There is a media side to this issue. If media cover this dissatisfaction, then the company will need a lot of time and money to restore its image.

Who better manages company’s pages on social media networks? The company itself or companies specializing in this area?

This is a strategic issue. It depends on the direction and material capabilities of the company. A company that wants to transfer control of its pages to a third party should think about this very seriously. This is like passing keys to someone you don't know very well. Here, both parties must understand that the seriousness of the business and the image of the company are at stake. The positive side of managing the company's page by its employees is that the company educates its employees, promotes them in the market, and the employee, in turn, is aware of all the latest events in the company, do not have difficulties posting comments and proper commenting. However, not every company has the financial resources to have the team responsible for social networks. Social media management is a team work with a content manager, designer, copywriter and creative-minded people. In most cases, small and medium-sized companies with limited financial resources entrust this work to one person or companies requiring minimal costs. The risk that the image of a company in social networks depends on one person or a company without a team, or experience in the relevant field - is very high. Companies should seriously think about it. I must admit that there are companies whose orders on social networks at this stage we cannot take. This is due to the lack of SMM specialists in these areas and the reluctance to harm the image of our company. Today, there are areas where serious training of SMM specialists is required. However, the low interest of both parties in these areas has slowed down the process of training specialists in this direction.

Can companies increase sales by focusing on social media networks? How real is it?

A user who posts a comment on social networks is a potential customer of the company. To get a positive result here, you must have strong experts in the SMM team of the company who know the product or service that the company sells. Many users of social networks, tagging each other, declare the company "my friend is a potential customer", without even knowing about it. At the next stage, the company may be able to communicate with these tagged users and sell them their products or services. However, there are also products or services that are difficult to sell through social networks. When the client does not see the product, does not touch it or is not familiar with the service provider, he does not believe in it and does not use this product. Despite the development of social networks in the country, very few buyers buy cars, televisions, refrigerators and washing machines on social networks. Only by looking at these products, people decide to buy them or not. It is also based on the principle of expectation and reality. In many cases, there is a discrepancy between what is presented on social networks and the product or service that the client gets to know on the spot. In this case, both the image of the company and sales fall.

Many companies prefer to hide or remove negative comments from customers on their social media networks. Do you think this is right step to take?

Removing or hiding dissatisfied customer comments on a social network is tantamount to creating a mass of customers aggressively opposed to the company. Companies operating in the same segment around the world professionally use this to strengthen their market position. Companies should understand that customers who comment on their pages are actually company employees offering free advice. Companies harm themselves by removing these comments from the page. However, they can take advantage of this, increase their sales, and even turn it into a PR tool. It is necessary to listen to the dissatisfied client and investigate the matter with his participation. Because, in many cases, the client cannot clearly see the situation due to lack of information about the production process. If the company approaches this question this way, then the client will correct his comment on the positive.

I also want to note that social media networks have become a sales platform for companies. Companies that want to succeed along this path should enable professionals to tackle this issue and explain to them the philosophy of their company, its path and goals.