How To Master Brand Interactions On Social Media
We’ve all seen it before, the social media fails. You know, the ones where a company tries too hard to fit-in or comes off as insensitive. It can be an absolute nightmare for most firms, which makes a lot of folks afraid to contribute online. However, this medium is also one the best places to interact with customers on a one-on-one level, so it’s tough to find a balance.
According to Pew Research, over 79% of internet users are on some form of social media. This has become the commonplace for not just getting to know customers, but handling their complaints and feedback as well. Honestly, I understand why there’s a certain pressure not to mess up with such a wide audience at hand; which is exactly why I’m going to walk you through how to have quality interactions on social media. Check it out below:
Start With Taking Care Of Your People
One thing a lot of brands take for granted is how their image is reflected upon in their customer service. After all, we’ve all had a moment or two where we’ve felt like the representative we’re speaking with hasn’t responded quickly enough or even straight up neglected us. However, practices like this are vital to not just keeping a customer happy in the short term, but their overall perception of what they think about your firm.
According to a study presented by AdWeek, 21% of Gen-Z users will drop a brand altogether due to a poor response on social media. And as so many people are utilizing Twitter and Facebook to handle customer service requests, it’s best you have someone on call to answer their concerns. Furthermore, these are publically facing responses, so others are also seeing how you interact as well.
Keep in mind, this isn’t all bad though, as positive interactions can boast some pretty great rewards. In a survey by Curatti, 73% of consumers love a brand because of good customer service, which is why we think it’s one of the most underrated elements to your brand’s outreach. Granted, you’ll have some hiccups (as everyone does), but how you recover will dictate future successes quite a bit.
Learn How To Listen, Then Speak
Whether it be responding to a social media comment or contributing to a forum, you have to understand how others perceive not just your brand, but brands in general. Over the years people have gained a distrust for companies, and as McCann notes, approximately 42% of consumers find brands less trustworthy than two decades ago. The idea that you’re an authority figure because you’re a company no longer exists, which means you’re going to have to build trust if you want to win over customers that will stick with you long-term.
The core of how you should handle messaging on these platforms is relatively simple. Basically, take things from the approach of your brand being a person. What type of voice would it have? What are its interests? How would you describe its personality? Addressing these factors will not only give you a better idea on how to respond on these platforms but provide a template for consistency that you can use later on. And as any marketers knows, keeping up with the conversation is vital.
A Continuous Conversation
According to a survey by Impact Bound, 76% of b2c marketers believe that content marketing is an ongoing strategy, not a singular campaign. And while it makes sense that the majority would say that, it’s not always what they do. Keeping a steady schedule of posting, responding, and managing your content/social media is something to be maintained daily, especially when you compare yourself to the rest of the folks in your industry.
There’s no reason as to why your brand can’t make an effort to regularly check in on its feeds and contribute to the conversations it finds fascinating or noteworthy. The opportunity in doing so could be tremendous, especially when you consider the interactions with not just potential customers, but potential partners as well. Furthermore, the attitude you convey is largely going to be advertising within itself, something that people can resonate with in identifying with your brand.
A good habit to put this to practice is to take out a calendar and write down your goals every day. While it might sound simple, it’s one of the best exercises you can do to keep up with your content. Make sure your goals are obtainable (I.E., One blog post/two social media posts/2-3 comments on other posts) and don’t require too much back work. Also, leave room for spontaneity, as it’s part of what will keep your approach organic. And remember, this is supposed to be something fun, so enjoy it. The opportunity to represent something like this is rare, so embrace it, and start striking up a conversation.
With numerous strategies out there to keep your brand in the mix on social media, what are some of your favorite strategies? Comment below with your insights.