Customers are flocking in mind-boggling numbers to social media networks like Facebook, Twitter and LinkedIn. They’re tuning out of traditional media and tuning in to these new media channels where they are in charge. Some are tired of being shouted at by traditional advertising, some are looking to heap praise and compliments on their favourite brands, some are looking for discounts or exclusive offers and some are looking to sound their complaints and have their voices heard. But if we take a step back and look at what the real motivator is, we can see that people really want one thing above all else: to be valued.

 

They want to be appreciated, above and beyond a simple “thanks for your money.” In a small, very personal way, they want to become a part of the brands they do business with. When a customer “Likes” your page on Facebook, or “Follows” you on Twitter, they’re giving you a public thumbs-up and approval to talk to them directly. They’re giving you the opportunity to prove that they really matter. In return, they essentially become a part of your team. 

 

When someone interacts with you in the public forums of social media, they are now one of your brand reps, one of your market research sources and one of your media contacts. They are your most valuable business partners because they are your customers. Nobody understands what it’s like to do business with you better than they do.

 

“Social” is important because it offers you opportunities to be better than ever before, to understand the real motivators that drive your customers, to understand your market more intimately than you could ever have done previously and to build a lasting and valuable relationship with your customers and your community. Do it right and stick with it, and the benefits will be huge.

 

The implications for collision repair shops are significant. The inherent nature of the industry is that customers don’t tend to do a great deal of research or looking around until they are already in a bad situation. Providing useful, helpful information and advice through your social media efforts builds a solid online reputation of trust and legitimacy. When customers start hunting for a repair service, how valuable would it be for their search results to be peppered with links to your website, blog, Facebook page, Twitter feed or YouTube channel?

 

Real-time communication with your customers means you will be able to achieve higher customer retention, better understanding of your markets and greater reach of your messages. You will become more “findable” through improved search engine rankings and a greater presence across some of the most popular web properties. Your business will become more authentic, and the brand image of your business will be strengthened by real-time public testimony of your customers. The benefits of social communications are real, and they are powerful.

 

Social communications are exciting, and you should be getting excited for the opportunities they present for your business! In coming articles, we’ll get into more hands-on tips to ensure your company is setup properly in social media, starts sharing the kinds of content that will resonate with your fans, and really makes a positive effort to connect with your customers.