So after a fairly disappointing trip to The Cheesecake Cafe here in Medicine Hat I posted a comment talking about it on their Facebook wall figuring that while it might not be up for very long, it would certainly make my feelings known and hopefully they would reach out to me to discuss my concerns or even say that they were sorry I didn't enjoy my experience.
Instead they deleted the post and ignored it. Not even a simple "I'm sorry you felt that way."
Social media is about exchange marketing - No longer can companies use broadcast advertising to push out their message without listening to their customers. Modern customers want, and demand, exchange marketing. We can broadcast to the companies we do business with - both good and bad - and should expect to be able to have an exchange of ideas.
This is the power of SOCIAL media. It's an exchange and, for better or for worse, it's here to stay. Companies MUST understand that if they choose to participate in social media, and leverage the potential of sites such as Facebook, they should be participating fully.
To Cheesecake Cafe - this was a fantastic opportunity to build a relationship with a disappointed customer and instead, because you don't understand social media, beyond the ability to broadcast to a potential customer base for free - a small part of what makes social media powerful, you've lost that opportunity.
While I won't dramatically swear that I'll never go to Cheesecake Cafe again, I will say that it's probably never going to be my first choice (or second, third, forth etc).
More importantly all my friends will be sharing, even a little part, my experience. And if they comment, all their friends will get to share that experience.... And their friends... And theirs...
And THAT is the power of Social Media.
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