“It is not necessary to change.  Survival is not mandatory.”  ~W. Edwards Deming 

Any businesses wondering whether or not to get involved with social media, whether to start using Internet resources like Facebook, Twitter, and other social media networking websites, doesn’t have to ponder any more. That’s because, whether you like it or not, whether you’re ready or not and whether you like it or not, your business IS already on those networks.

Consumers have always been willing to talk about the experiences they’ve had with businesses. The difference today is that, instead of chatting on the telephone one-on-one, consumers are taking to the Internet in droves to share their thoughts about businesses with millions of other social media savvy customers. Right now, there are people discussing your business online, putting out information about the good, the bad and the ugly of their experiences with you. The questions are, what do you do about it and how do you respond?

Studies tell us that 86 percent of people don’t trust advertising. These people rely on recommendations, referrals and ratings when choosing where they will take their business. Potential customers check your reputation online through social media resources like Google, Yelp, LinkedIn, Twitter, Merchant’s Circle and many others. And they are more than willing to provide feedback about their experience.

This presents new challenges for businesses but it also creates tremendous opportunities to excel in customer service. For example, imagine you own a restaurant. A customer who has a bad experience at your restaurant takes to the Internet and gives you a scathing review on Yelp or sends out a message on Twitter. Savvy companies are learning the effectiveness of responding to these individual opinions online. Addressing customer concerns directly and resolving their problems, provides a great opportunity to transform disgruntled customers into raving fans.

Your customers are using social media to spread the word about your business. This gives you the ability to respond to their questions and concerns in real time, in whatever format the question was asked. If you take advantage of it, this can mean real benefits to any business. Addressing customer issues one-on-one while the whole Internet watches gives your business the opportunity to establish, strengthen and maintain stronger relationships with your customers and build your image in the minds of your prospects.

What are your thoughts? How has social media changed or not changed your business? Share in the comments below.