This Week in Consumer Web -- August 13, 2010

Rosetta Stone offers customer support, Delta lets you buy plane tickets, and Macy's lets you design an fashionable outfit, all without leaving Facebook. What is this saying about the consumer web experience and most importantly Facebook? If you look at what people use the internet for: ask questions, look for jobs, connect with families, and look up products, Facebook is nearly becoming the web in itself. Soon you won't need to close your browser after logging in, just surf the internet as usual. Is this trend going to make for better or worse experiences for consumers? Looking at recent online sensations like Isiah from Old Spice or that gross Capri Sun mold that spread on the web, its apparent the virality of customer satisfaction can work both positively and negatively. One of the companies offering services for company customer support on Facebook is Parature, who as we covered back in May started working with companies to have social media teams use a corporate Facebook page to monitor and track response activity. Parature accounts the increase in growth of clients to the shift in consumer leverage via online forums. Duke Chung, Founder and CSO of Parature, explains how social networks give more power to the consumer, "What's happening here is consumer's now have a choice, a voice... its a dramatic shift in power and many companies that are not yet savvy in social media have to address it, quickly." Companies are rushing to jump on social media bandwagons. Many would say this is due to pressures with social reputation however I would argue its simply economics. With U.S unemployment at a record 5 month high the 'consume' mentality of our economy is evaporating. More and more people are looking towards activities, cutting costs and make very select buying decisions for goods. In doing this spending rates have decreased making each customer and potential buyer even more valuable. Getting buyers and cash in the door is always the first priority of any company, especially those in services and retail. This week a few companies went the extra mile to provide something and interact with their customers online were Delta Air Lines who built a system so that users could easily purchase plane tickets without even leaving Facebook. Macy's is looking to implement a mobile-based coupon program using Shopkick, and TripAdvisor quickly integrated with Facebook questions soon after its launch. Yet, the easier companies make it to spend money the more selective consumers will become as buyers. The experience as a whole will eventually become better but there's bound to be a very fast and bumpy journey.

Social Pro Daily

This Week in Consumer Web -- August 13, 2010

Ellie Cachette

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Ellie Cachette