It’s awkward but it makes sense. Flawsome is a new word that Trend Watching came up with to explain how brands can still be awesome despite their flaws. Given the speed of social media, mistakes are bound to happen. How you react determines your organization’s flawsomeness.
The premise? Consumers no longer expect brands to be flawless; in fact, according to a report by Reevoo, consumers actually embrace brands that are brilliant, despite admitting their flaws. So ask yourself: does your organization show empathy, generosity, humility, flexibility, maturity, humor and character? Do you openly admit that you’ve made a mistake or do you take whatever actions are necessary to cover up?
Being flawless is an illusion. Before you rush to conceal a negative review, according to that same Reevoo report, know that:
- 68% of consumers trust reviews more when they see a combination of good and bad comments, while 30% suspect censorship or fake reviews if none of them are negative.
- Consumers who go out of their way to read bad reviews are converted 67% more than the average consumer. It is important to know that consumers are wise and don’t expect you to satisfy every customer all the time.
Humanize your Brand
Online culture is disillusioned with corporate behavior. Consumers are looking for brands that conduct business in a more open, human way. In fact, one Havas Media study determined that:
- 85% of consumers expect companies to become involved in promoting individual and collective well being; yet only 28% of people think that companies are hard to solve the big social and environmental challenges.
- A large portion of people wouldn’t care if 70% of brands ceased to exist.
The public’s craving for corporate personality runs parallel with Mark Zuckerberg’s notion of frictionless sharing. Everything about your brand is already being shared, so you have no option but to embrace and celebrate the flaws that come with running an organization. Do it and your community will respect you more because of it. Know that:
- Flawlessness is an illusion and things will go wrong. It happens to the best.
- With social media, consumers now have a louder voice now than ever before. But so do brands. Reacting in a positive and professional way can mean converting detractors and sending your FLAWSOMENESS off the chart.
- 76% of people who complained on Twitter received a response from the brand. 83% of those who received a response admitted they ‘liked’ or ‘loved’ that the brand responded, and 85% were satisfied with the response they received, according to Maritz.
So the next time you engage on social media don’t be afraid to show a human side to your brand. Consumers expect your organization to slip up once in a while, so take it with a grain of salt and move forward. To make your brand more human, try incorporating a more transparent approach to your engagement strategy by adding a like, comment or share button to your website to encourage dialogue.
Ready to be flawsome?
To learn more about how to show your personality on social media, check out our newest ebook, Building Stronger Customer Relationships: Make Your Brand More Personal With Social Media.