A recent study conducted by Simply Measured showed that 30% of brands have a dedicated customer service handle on Twitter. However, only 10% of companies answer social media requests within the hour which can largely impact customer sentiment on social media.Think about the last time you were amazed by a product or service. Did you call the brand to express your satisfaction? Probably not. But we’re guessing you did share your happy experience with your friends, likely via social media. Now, think about the last time you were upset with a product or service. While it’s likely you at least thought about calling to express your dissatisfaction, it’s also likely that you also voiced your frustration about your experience on social media.
Social media is transforming the relationship between brands and consumers. It’s no longer a matter of brands simply sending messages back and forth, but rather about finding creative ways to actively engage your customers.
1. Respond in a timely manner – People want to be heard and they expect brands to listen. Whether it be positive or negative, consumers’ comments are an open invitation for brands to engage and the faster they do so, the better. Another study shows that 24% of American internet users above the age of 12, who have contacted a brand on social media, expect a reply within 30 minutes.
2. Be helpful by providing useful content – How does your brand making an effort help people and show value through their social media channels? We’re not just talking about responses to support requests, but also your daily social media posts. Provide information that helps people go beyond understanding your brand by helping them learn how to do something better and make their lives easier. For example, Whole Foods helps their followers discover new ways to use their products.
— Whole Foods Market (@WholeFoods) October 16, 2014
3. Keep it real – A brand’s authentic personality is often what attracts people to connect and engage online — which is why it’s crucial to maintain your brand’s personality. What does it mean to “keep it real”? Brands can share elements of their personality through the tone of their communication on social media, the images they use online, and the actions they take to delight their customers. JetBlue does a great job exemplifying this. Beyond their excellent customer service, they are also well known for their candid and delightful engagement with their followers.
@GuidanceGirlEm Ok, now you’ve gone and made our day, Emily! <blushing> Thanks!
— JetBlue Airways (@JetBlue) October 17, 2014
4. Make it a team effort – Thousands of people talking across multiple social media channels is not easy to keep up with, which is why great customer service can often benefit from a team approach. Remember that happy customers tend to share positive content about your brand — which can deliver your brand’s message on your behalf to other prospective customers.
As the relationship between people and brands continues to evolve, it’s more important than ever for brands to be customer-centric. The key point to remember is that actions always speak louder than words. The four steps listed above are a great starting point to transform your business into a customer-centric brand on social media.
What are some strategies your brand uses to engage with people? Share your experiences in the comments section below.
Learn how to leverage both earned and paid media to drive sales.
You must be a registered user to add a comment. If you've already registered, sign in. Otherwise, register and sign in.