Thanks to the internet and social media, consumers can instantly learn more about companies and how they interact with their patrons.  A growing trend is the use of social media to share consumer experiences and express opinions online.  Consumers no longer need to call a company or take the time to fill out a comment card to ensure their comments are heard. Now they can use social media and user review websites to share their experience with past and potential customers instantly.

Not only is this more convenient for consumers, but it also assures that their feedback is actually making a difference, since it can be heard by thousands of people online.  For these reasons, the number of consumers actively using social media to research companies has increased dramatically. This growing trend shows just how critical it is for companies to be aware of their reputation on the internet and manage it accordingly.

Here are some tips on how to use social media to maintain a positive social media presence:

1. Use social media as a way to better improve your business.

Listen and appreciate what your customers say online and embrace inbound reviews, both good and bad. Social media opens the door to a whole new audience of users that are more active and involved than ever with what products and services they use.  Hearing directly from your patrons is the best source for learning more about your business and how you can improve it.  Even a bad review should be embraced as a learning opportunity rather than a burden. It is a chance to correct a problem or induce positive change in your organization.

If you’re using a social media site that allows you to respond to consumer feedback, feel free to interact with customers when appropriate and use your site as a forum for two-way communication.  If a question can easily be answered or a problem can quickly be solved online, take the time to do so.  Should you have negative feedback online, try to help the situation by responding with helpful information or a possible solution.

2. Encourage customers to participate, especially those who have had good experiences.

Some social media sites that are not focused on user reviews have recently added this component as an option.  For example, Facebook now allows businesses to set up a “Reviews” tab on their business’ fan page. User review sites like Yelp or Digg are home to review pages beyond your control, and creating your own feedback forum will show you are eager to listen.  Invite customers to participate or offer an incentive for reviewing or taking a survey. If you come across an especially pleased customer, make sure you invite them to review you. The better reviews you get, the more potential residents will be interested in your property.

3. Make sure your social media content is valuable and relevant.

Many companies are connected to social media simply to create buzz and often end up flooding followers with too much irrelevant information. Overloading users with status updates, tweets and constant self promotion can be off-putting and come off as unprofessional. There is a fine line between using social media to improve your online presence and overdoing it to a point where consumers can no longer take you seriously.  Finding balance and posting only valuable content is key to keeping a good repoire in the webosphere.

Examples of valuable content include: current offers & promotions, helpful tips, new product or service enhancements.  While content should be meaningful, don’t be afraid to entertain followers as well.  Sharing entertaining media (such as viral videos or fun facts related to the industry) is another great way to maintain an active fan base.

4. Share the positivity.

Use your social media site to share good press and reviews posted online or on other social media sites.  Also, feel free to share some of your corporate culture with viewers, including pictures from a company event or charity work employees have done.  If your business has received any awards & recognitions or if there are any accomplishments that have enhanced the consumer experience – write about it!