Consumers value genuine feedback coming from peers and hearing about the experiences of others. In the past, this was done via word of mouth. Social Media has enabled consumers to broadcast instantaneous feedback, potentially to a much broader audience. This creates an opportunity for marketers to foster user generated content, according to inSided CEO, Robin van Lieshout.

It is mostly a good thing when marketers can directly communicate with consumers about feedback—both positive and negative—for their products.

Marketers should remember that it is inevitable that consumers will form their own communities. It is human to seek to build bridges and communicate with others to find commonality on a certain product. Platforms like Facebook and Reddit can pose a threat to your brand, so as a marketer, it is beneficial to create a safe space for customers where they can ask questions, get help, or find inspiration when they need it.

There is a payoff. Having an online presence shows a 41% greater profit margin, compared to the brands who does not have an online presence. Communities provide real-time feedback, roadmaps and new features. They serve as collaborative partners for development teams.

Read the full article from MarTech Advisor.