Murmurs on social media can have a loud impact

Murmurs on social media can have a loud impact

SOCIAL MEDIA users in Thailand are usually very active on special occasions and festivals. Over the past week, timelines were flooded with messages marking Valentine's Day and Chinese New Year - most in hues of red.

However, many timelines turned green Thursday, when users began talking about Kasikornthai (KBank)'s newly designed website.

KBank is recognised as one of the strongest brands online, and it even has a dedicated team, under the username "KBank Live", to interact with users over social media.

The noise over the design became even louder on technology blog, which invited people to offer "creative" comments.

Social media users immediately flooded the blog with responses, and by the evening, KBank had replaced the new design with the old one.

This is not the first time that comments on social media have forced changes to be implemented.

A social media expert told The Nation that online feedback can be felt almost immediately, and KBank |was very wise in promptly rolling back its newly designed site.

Feedback important

"It might have made a slight impact on the online experience, and if it is seen as a crisis, it might also have had a slight impact on corporate image, without damaging people's confidence.

"In this case, it was just feedback from a group in the IT field - it had not gone viral - so it cannot be classified as a crisis as such," the social-media expert said.

He explained that launching a newly designed website is similar to launching a new advertisement on television - it gets both good and bad feedback.

However, companies should monitor changes and ensure they don't hit a crisis point.

They should keep an eye out and see if the impact is to their corporate image or if it affects customer satisfaction, or if it is just a topic of discussion.

In KBank's case, it was all about "action and reaction", he said.

"An easy way to identify a crisis is to see how big the damage will be, whether it will destroy the business," he said.

He added that "loud" comments from people on social media do not necessarily have to translate to crisis.

Recently, KBank received the ISO 27001:2013 certificate for information safety management from the United Kingdom Accreditation Service.

The certification recognises KBank's world-class information safety management in its three major digital banking businesses, namely K-Mobile Banking PLUS, K-Cyber Banking and K-Payment Gateway, thereby ensuring customers can safely conduct financial transactions round the |clock.

KBank is the first Thai financial institution to receive such a certificate.

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