The majority of businesses are utilising social media to engage their existing and potential customer base. However, many of them are still doing it haphazardly.
They are either not measuring their return on investment from the various networks or are not creating engaging social media calendars. Not responding to customers or making other social mistakes will also cost a brand engagement and conversion in both the short and long term.
For those who need to build a solid on social media campaign, take a look at the top five tips below:
1. Vary your content’s genre
Social media posts should include a mix of content and photos, such as industry-specific posts, company news, media hits and community events. Starbucks, for example, includes information about new store openings, company contests, current events, recipes and more.
This helps customers understand what the brand is doing and where it is going as a business. Do not just spam. Converse with them, answer their questions and ask them exactly what they are looking for. Humanise yourself and socialise with your followers. It is completely fine to interact with online customers the same way as a person would interact in a face-to-face meeting. Just remember to keep it professional.
2. Respond to every comments
People like to be heard and find great delight in the ability to communicate with brands and know their opinion is valued. A response can be as simple as a like to a comment or favorite to a tweet. While this is a social media best practice, 33 percent of consumers who contact brands with a customer service question on social media never get a response, so responding to all comments (good or bad), will set an enterprise apart from the competition.
3. Keep building real-time relationships
Social media focuses on instantaneous communication. Responses should be replied to within 48 hours (preferably 24 hours) and through natural conversational flow. Responding in a quick, timely manner will help alleviate any frustrations and build brand advocates.
DiGiorno Pizza’s Twitter handle is a must-follow as it responds to conversations in real-time across the Twitterverse, when appropriate. The following example is gold:
4. Move negative comments from public forum
Companies may come across negative or disparaging posts about their brand, or see third parties trying to spark negative conversations. Avoid the temptation to react, as social media marketers are too close to the business. Instead, use a general response to move the conversation away from a public forum. UPS customer support on Twitter provides good examples of doing just that.
5. Don’t forget to have fun
Social media is a marketing platform that offers a chance to connect with customers directly, so take advantage of the opportunity and have fun with posts. Consumers want to engage with fun, light-hearted content. This is especially true on Twitter, where users are looking for funny, witty or interesting conversations they can join.
When in doubt, make your social media account fun. Social media is the only marketing tool that allows you to connect directly to your customer to have a conversation. Social media marketing is a powerful tool, so engage with your fans and provide them with special offers for being a loyal brand advocate.