Before the advent of social media networks, customers had little options to vent out their anger or appreciate a brand or company.
But now the ability to post opinions on the social networking sites has, in some way, given a cause of worry to brands across the world.
Those who haven't taken proactive steps towards improving customer relations on social media have greater chances of losing their customer following if their services are not up to the mark.
This is a perfect opportunity for smart brand managers to direct the unhappy customers of those competitors towards their own business.
For some, taking away your competitor's customers can be unethical.
However, the fact is that when those customers are unhappy, they are bound to look for other brands that can provide them superior service.
So why wait for other competitors to influence those customers, when you can! Here, we discuss few ethical ways of influencing the unsatisfied customers of your competitor through social media marketing strategies -

• Monitor your competitors -On social media platforms, such as Facebook, many types of conversations take place.
  People from across the world talk about the brands they love and the ones they hate.
  You have to be watchful of such conversations with the help of social media monitoring tools.
  Every time there is a mention of your competitor's products, you can get the alerts and take action accordingly.
  
• Find out what makes your products better than your competitors' - In order to convince those unhappy customers of your competitor, you have to have a strategy in place.
  If you want to sell your brand to them, you must have all the facts and figures with you that prove that you can render a better quality service that can enhance their satisfaction level.
  
• Reach out to those unhappy customers and introduce your products -Many users have a tendency to broadcast their wish lists publicly.
  You may come across a number of updates, such as "I hate my car, need a new one," or something else that may relate to the services you offer.
  Whenever you come across such updates you should take best advantage of such an opportunity and reach out to those users with your proposal.
  
• Refine your social media marketing process -When working on building your brand and making it stand ahead of your competitors requires a lot of marketing skills, and when you do it on social media, you must make use of several analytics tools.
  It is important to constantly refine your social media marketing strategy by analysing the data collected with the help of these tools.
  The focus of this strategy should be on how to represent your brand as a better alternative to your competitor's.
  

By undertaking these measures, brand owners can capitalise on the losing customer base of their competitors and expand their own reach.