Should social media be harnessing brand personality rather than focusing on promotion of goods and services?

Customer relations have had a dramatic facelift in the past 10 years as social media has taken on a new wing for feedback spheres. There are now more than 3 billion users on social media across the globe.

The day has arrived when individuals plan their day using mobile devices, booking, checking in locations and cross-referencing to ensure they and their peers are living 'their best life'. All this exposure creates a platform for businesses to benefit from being seen and heard within a digital trail. Using a variety of platforms to exchange with customers builds a profile and provides more opportunity for the consumer to respond and interact with the business. New figures show 97% of millennials share videos, pictures and commentary on social media to expose their experiences in travel. More and more people are checking reviews and comments on social media before booking or visiting, and value is placed on peers and the experiences of others.

Rather than using social media as a platform for promotion, businesses are using the space alongside their customer to create a dialogue, an identity and personality. One way of achieving this is through allowing a commentary or window to expose behind the scenes where the consumer can see the personal aspects of a business. What does the business stand for and stand behind? Who are the people involved in making the product or services and what do they stand for? Giving consumers the chance to see the people behind the process, creates a more human exchange.

A UK survey from Trinity Mirror Solutions, found that customers do not trust a company's promises, unless they see real proof in action.

Instant gratification for the digital generation means that if there is an issue or a less than satisfied customer, a business will most likely hear about it through social media and the global stage, rather than being given the opportunity to resolve the problem more privately. This could prove explosive if handled incorrectly, however it does give businesses a chance to respond to information quickly and stay in touch with their customers. If a business can acknowledge a compliment or complaint quickly, at least there is an ability to remedy the situation and make it publicly known that they are dealing with the situation. Having a proactive voice, and a truly personable identity, all helps ease difficult situations.

Careful attention needs to be given to ensure that a business is establishing brand values and personality, this can then be communicated to staff handling the communication and interacting with customers. A good rapport builds consistency which should be applied through thick and thin.