Still, there are many customers who fear where their information is going and how it’s being used. Anonymous social networks provide protection–a shelter for unsolicited information that won’t be used for advertising or surveillance; businesses have to start taking anonymous social networks seriously by listening and acting on the feedback.
有时候,这些话是谁说的并不重要,重要的是这些话是否真实。另一方面,商业机构也可以主动发起讨论。譬如某零售商想知道客户对本季新推出的热辣颜色感觉如何。那么他们要做的就是发起这个话题,然后看看人们如何回应。尽管这种市场调研方法潜力巨大,但是调研结果仍然算不上精确。
There’s also an opportunity to capitalize on these networks from a marketing perspective—just think of all the conversations a business can start and information it can capture. On the one hand, businesses can create accounts and tune into what people are saying. Are they complaining about a brand, or are they happy with it? Do parts of a product need changing? Does customer service need improvement?
这也是为何在通过匿名社交网络调研的同时,商业机构仍然要和他们的客户直接沟通,以便顾客们之间可以互相交流看法。商业机构也可以借助其它公司进行调研,这些公司利用透视社区,即保密的线上环境,在使客户确信其资料不会被滥用或出卖的基础上,得到所需的信息。
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