IAB Social Media Debate: Pick Your Battles
Event Info
Description
Motion: the importance of picking your battles online: when, where and why should brands respond to consumers in social media?
Years
ago if consumers were dissatisfied with a product, service or
particular brand, they simply told a friend, wrote a letter to Which?
magazine or participated in a ‘That’s Life’ phone-in. Now, in a digital
era dominated by online reviews, blogs, Facebook groups and Twitter
feeds, the consumer voice is louder than ever, and brands are being
discussed (behind their backs) at length.
Social media has
opened our eyes to the strengths - and weaknesses - of businesses.
Thanks to the internet, bad news can spread like wildfire and, unless
managed ethically, responsibly and immediately, can tarnish your
reputation for good. Or can it?
This session, as part of Social
Media Week, will examine the extent to which you should incorporate the
digital rants of the public into your communications strategies, and at
what point a minor grievance becomes a significant one. Should we
actively seek feedback from consumers and how should we be interacting
with them online? And should foes be listened to more than friends,
fans and followers?
Our panel of experts will provide case
studies and practical guidance, encourage debate and answer questions
on when we should listen to unhappy customers online, when we should
get them involved in our brand campaigns and whether the noise of a few
vocal, unhappy customers makes any difference to the bottom line.
Chair: Tom Ollerton, business development manager, Skive
Full
payment must be received at least 5 working days prior to event for
entry to be guaranteed. Full payment is due on receipt of e-invoice, if
cancellation is within 5 working days of the event the full amount of
e-invoice will be outstanding
