Through the page, people can also easily give their voices to the company, with discussions or wall posts. People can rate and review the products and not only the company but others can see them.
Their communication can be said as two-way symmetrical because they respect their customers' opinions. For example, they show the ratings of their products by their customers even though the ratings are not always five starts. This rating&review could be considered when others want to buy the company's products. It means that the customers actually give some helps (even indirectly) to the company and the company seems to understand it well.
And they promotes understanding about their company to people through the Facebook page. They even introduces San Francisco where the company started.
They encourage communications with public through Twitter and Youtube Channel as well.
I would just like to say that they may improve their communications by having more opportunities for public to have conversations with them. Also, rating&review may not enough to believe the products because the reviews are quite short. I'd like make a blog to have reviews in more detail so that the reviews can be more reliable.
http://www.facebook.com/benefitcosmetics?sk=notes
Youtube Channel
http://www.youtube.com/benefitcosmetics
http://twitter.com/#!/benefitbeauty
It is indeed a clever idea of the company to show the ratings, even though they aren't always perfect. This makes it more believable for the costumers when they want to buy their products.
ReplyDeleteWhen they give their costumers the opportunity to review products, it can be claimed that they use a two way symmetrical communication. But it can only be the case when the company and the costumers can really interact with each other, not only if they can post their comments. So it is also really important that the company responds on the reviews and the ratings.
They don't seem directly respond for the reviews, but they respond to the questions or discussions on Facebook. They seem check it weekly because when I was investigating the Facebook page, the latest comments from them were about 5 days ago.
ReplyDeleteAlso, they somehow take the ratings and reviews. For example, they publish their catalog, reflecting the reviews and ratings of the products.
WOW, in the case of Yoohan Kimberly that i investigated, their blog doesn't have the section of rating like Benefit. I think maybe it was possible because the management had confidence of their products. (or to show this confidence intentionally to the public as one of PR :D)
ReplyDelete