Brands using social media must listen to consumer feedback

Industry analyst Ilana Fox has urged brands using social media channels to reach out to consumers taking feedback on board.

Fox noted that social media has changed the relationship dynamic between brands and consumers; she said "We're no longer in a world where a person writes a letter of complaint and it's dealt with behind closed doors”

"The web ensures these gripes affect companies' reputations. Those that manage these situations well understand their social media response in how they're perceived."

According to Fox companies who maintain fluid and meaningful dialogue with customers will be able to gauge better what they want and are likely to be more successful.

Fox purported that conversing with consumers is just good practice, in which sense the communication social media demands is nothing new. Fox also suggested that ignoring feedback - both positive and negative - can cause catastrophic damage to a brand’s image and customer loyalty.