How social media networking can make (or break) your business

Savvy companies know that, as part of an integrated marketing program, social media has the power to support every aspect of business.

I recently experienced this firsthand when I noticed a small rust spot on the roof of my car. I got a body shop recommendation from my dealership, and stopped in one afternoon for an estimate.

Figuring the recommendation was solid, imagine my dismay when the person I spoke to was not only curt, but refused to provide even a ballpark figure for what the work might cost. After further discussion, I finally got a figure that seemed exorbitant in relation to the scope of the work. The key message was clear: I’m not going to help you.

Not thrilled, I went to a nearby competitor. At Business B, I was greeted with a smile, my concerns were validated, and I got what I came for. The estimate was similar to Business A’s, but somehow seemed more palatable.

In fact, I was so pleased that in my Foursquare check-in (which auto posts to my Facebook account) from Business B’s lobby I noted my positive experience there was already better than it was at Business A, which I named.

Long story short, the work got done, and my positive experience prompted me to follow Business B on Twitter and give it a shout-out. The company’s excellent customer service turned me into an ambassador for their brand.

For Business B, participating in an online dialogue is helping to leverage the work they are doing to build their business. I’m a satisfied member of their respective brand “tribe.”

As for Business A, which to my knowledge doesn’t have a social media presence, the whole episode occurred without its knowledge. Which means it’s missing out on a huge piece of the puzzle that is brand building.