EBlog

Bonding with your customer through social networking.

January 10, 2008 | Posted by: Lee

I've always thought the reason there are so many blogs out there is that deep down most people want to be seen as experts, want to think that people are interested in what they're saying, and hope that their advice might actually help someone.  It's just basic human nature, and blogs play right into it.

Now, think about the vendors and organizations you buy from.  Who do you trust the most?  It's likely the ones who listen to what you have to say and who are open to acting on your advice (again making you feel important and useful). 

Traditionally this type of relationship takes lots of manpower. You need people to create and maintain relationships.  But the world of social networking is changing all that.  It won't totally replace personal relationships, but it can open up your ability to create personal relationships with more of your customers on a real-time basis.  You can tap into their thinking, build trust, and fulfill some basic human needs all at the same time.

Still not sure social networking can do all that?  A recent study by Communispace links 6 basic human needs (think Maslow's hierarchy) to benefits from social networking.  Needs fulfilled by social networking include:

• Expressing personal identity.

• The need for autonomy, recognition and achievement.

• Giving and getting help.

• Connecting with others “just like me”.

• Creating a sense of community or belonging
  

Communispace found that when companies meet the social needs of their prospects and customers, they gain trust and deeper insights.  Furthermore, companies who actively embrace and act on the ideas generated by the communities they build also fill a 6th need - "reassurance of value and self worth". 

Are you ready to start leveraging the power of social networking?