B2C Social Media

Business-to-consumer (B2C) communications take various forms. Direct methods of communication involve customer service teams that make and receive telephone calls and reply to customers via post or e-mail. Commercial websites usually provide an alternative method of contact for customers, perhaps in the shape of a contact form, virtual assistant or live-chat operator. B2C social media describes an altogether different kind of consumer-oriented communication.

By using social networking sites companies have an opportunity to communicate with customers at a more personal level. B2C social media humanises hitherto faceless organisations. Content created and shared tends to be more promotionally focused in order to generate sales, be it a discount, an email signup or special offer with a more casual tone of voice.

Many firms use social media websites such as Facebook, Twitter, Instagram and Snapchat to provide information, instruction or special offers for customers. The majority of firms use social media as a customer service channel; indeed, some organisations have managed to incorporate online customer service into their advertising strategies.

As an advertising platform, B2C social media highlights the value or worth of a company. Online representatives communicate with customers in a way that is designed to resolve problems or clarify points of confusion or uncertainty. Tweets and Facebook posts are published for everyone to see, so companies that actively use social media are likely to appear rather more human to customers. Helpful, quirky or amusing comments are often the most memorable. Even the occasional mistake can go down well with customers.

As the business-consumer relationship grows, brand recognition increases. People are more likely to associate a particular product or service with a recognisable company. And increased association, preferably of the positive kind, can result in a greater inclination to purchase that product or service.