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Dr. Daniel McKorley, Chairman of McDan Group and a vocal advocate for youth entrepreneurship, has expressed concern over a growing trend among young business owners: an excessive focus on social media metrics at the expense of providing excellent customer service. Dr. McKorley observes that many young entrepreneurs are becoming overly preoccupied with the performance of their content on platforms like TikTok and Instagram, seeking instant validation through likes and comments. While he acknowledges the allure of this instant gratification, he cautions that true and lasting success is rooted in the tangible performance and sustainable growth of their businesses, not fleeting online popularity.
Dr. McKorley emphasizes a fundamental truth: social media likes, while gratifying, do not translate into revenue or business sustainability. He asserts that prioritizing superior customer service over chasing social media engagement is essential for long-term success.
Dr. McKorley criticizes the tendency for businesses to view TikTok popularity and Instagram clout as the ultimate measures of success. He argues that if a business fails to deliver a top-notch customer experience, its carefully cultivated online following will eventually dissipate and potentially turn against the brand. He stresses that while viral posts and social media buzz may provide a temporary boost, they are insufficient to retain customers who have had negative experiences.
He highlights that human nature is drawn to attention, and the feeling of having a post go viral can be addictive. However, he poses a crucial question: what happens when those followers attempt to patronize the business and encounter a subpar or disappointing experience? The answer, he states, is that those likes will not entice them to return.
Dr. McKorley underscores that customer service forms the backbone of any thriving enterprise. If customers feel neglected, disrespected, or misled in any way, they are unlikely to remain loyal, regardless of the brand’s popularity or social media presence. He acknowledges that some businesses prioritize social media visibility over customer care, in part because likes and comments are public, while customer experiences often remain private. However, he cautions against the dangers of this approach, noting that word spreads rapidly, especially on social media platforms.
Dr. McKorley emphasizes that negative reviews stemming from poor customer service will inflict far greater damage than any social media marketing campaign can repair. He advises young entrepreneurs to shift their focus from pursuing engagement numbers to building trust and fostering customer loyalty through reliable and responsive customer care.
He concludes by stressing that a solid reputation is built on how a business treats its customers. Customer retention is more cost-effective than acquiring new customers, and satisfied customers become the most effective brand ambassadors a business can have. He emphasizes that while likes and follows contribute to initial visibility, it is satisfied customers who ultimately drive business growth and sustainability. The key, he asserts, is to build a brand that customers genuinely love and enthusiastically recommend, not merely for its social media clout, but for its unwavering commitment to providing exceptional service.
