The Internet has brought forth a type of social evolution. Compared to twenty years ago, the information that is constantly hurled at us today from digital outlets like Google is almost absurd. While some may choose to lament that this boundless informational crush has splintered their attention spans and given them a digital whiplash (oooh, look at this lin…OH MY GOD IS THAT A DANCING PUPPY OVER THERE?!), I think that we've begun to evolve, learning behaviors that help us pull that pertinent nugget of knowledge from the mountain of information we’re presented with after a simple keyword search. Google isn't the only perpetrator of information overload—social networking platforms, like Facebook and Twitter, have changed the way we connect, interact, and share information. We are now aware of our friends and followers’ personal choices for breakfast to their life’s larger successes, like the acquisition of a new job. I’m constantly accused of being addicted to social media, when in reality; I believe that I’m addicted to the constant rush of information it provides (I have an insatiable thirst for knowledge…and I’m nosy).

Not only are these networks a place to share information, but they have also become a sphere to ask for recommendations, gauge reactions, and share consumer experiences. These are functions that active social media users of all ages utilize, from asking which new car they should buy to the next color they should dye their hair. A company’s choice to insert themselves in these communicative processes opens them up to a potential to reap a large reward, if pursued correctly. A great, positive example of this is KLM, one of the world’s largest international airlines. In April of 2010, a volcano in Iceland erupted producing a massive ashcloud that quickly spread over most of Europe, grounding flights for almost a week. KLM experienced a huge influx of customer service requests that jammed up their call centers and caused their website to start crashing. Instead of accepting defeat, KLM noticed a large consumer base began turning to social media for help and began leveraging their Facebook and Twitter pages for customer service needs—within 24 hours they created a rebooking tool specifically for Facebook and utilized the hashtag #ashcloudon Twitter to inform a widespread base of consumers of flight delays and cancellations as soon as they occurred. KLM’s around-the-clock efforts paid off. They were able to help thousands of customers directly while keeping them constantly updated of any changes. It also garnered the company a large amount of positive feedback from their customers and social media experts alike, thus maintaining a strong sense of brand loyalty in what had the potential to be a total disaster for the company. KLM has since placed social media at the center of their customer service efforts providing help to customers on their Facebook and Twitter pages 24/7. Does the story above change your perception of KLM? Of course it does! Even if you have zero familiarity with the company, if you were shopping around for a plane ticket to London and comparing between KLM and another unfamiliar airline company most of you would now choose to fly with KLM, even if it was a little more expensive. Why? Because they’ve have established a sense of personal empathy with their consumers. With the advent of big-box stores and online retailers, the nature of shopping has changed. While the mom and pop stores still exist, they aren’t as prolific as they once were. However, as humans, we still crave that personal touch.

When we buy something, especially a large ticket item, we want to feel confidence that if any problems arise, they will be solved with little to no hassle, as seen with KLM Identifying and solving problems for your current consumers also serves the dual purpose of influencing your potential customers. In a recent study, millennials were found to be three times more likely than baby boomers to turn to social media channels to ask for opinions on products or service. Think millennials are just talking to their friends and family about their potential purchasing decisions? No way, the same study found that just over half of the millennials surveyed were more likely to be influenced by user-generated content from strangers than recommendations from their family, friends, and colleagues. So all of those negative wall posts that your business is ignoring on their Facebook wall are doing far more damage than you think. Utilizing your social media networks in a proactive manner is your chance to cultivate and establish a relationship with your customers: past, present, and future. This is now where some would segue into announcing that traditional media is a dying form of advertising or worse yet, that traditional media is already dead. I firmly disagree with that. Shama Kabani, author of the best-selling book, The Zen of Social Media Marketing (if you’re a social media newbie, I highly recommend it), agrees. Much like the Internet and social media have evolved our attention spans, they both have woven themselves into the fabric of every form of traditional media. Kabani even points out that notoriously “dry” companies, like NPR, are getting into the social media game, with broadcasters inviting listeners to tweet them questions or fan their page on Facebook. Traditional media is the accelerant that propels people to establish a connection with your company online. Instead of using traditional and digital media as opposing forces of advertising, allowing them to work together harmoniously opens the door for serious potential. The tools may have changed, but the main goal remains the same: we want our consumers to take action. No matter our age, generation, or digital prowess, we all want to feel confident in your company’s ability to provide a quick solution to our problems. I’m a huge advocate for the cultivation of brand loyalty and consumer relationships, especially on social networking sites. But in order to have one, you have to have the other. Listening to your consumers and creating a mutually beneficial relationship based on these conversations is now easier than ever. What are you waiting for? It’s time to make a connection. ~Jessica Kingman