Every transaction revolves around people to people interaction, regardless of whether you’re B2B or B2C. While social media might not always account for direct sales, it can account for a significant increase in brand awareness, traffic to your website or store, and more prospects responding to your calls to action. Why?
Think of social media as a variation of word of mouth marketing, only with a global reach. Social media engagement boils down to building relationships. Focus on building loyal relationships with your customers, and watch them turn into brand ambassadors.
According to Mari Smith, one of the world’s leading social media strategists and author of The New Relationship Marketing, “500 terabytes of data are uploaded to Facebook every 24 hours.” That’s a staggering amount of content. Facebook picks a few hundred stories, out of thousands of potentials, for a user to see when they log in. Other social media platforms have to do this too-there’s just so much out there. Your content’s visibility is directly affected by user interactions. So how do you get social media users to engage with your brand, thus increasing your reach and awareness?
Your Voice. What message are you sending to your viewers? Chances are, if all of your posts are focused on “buy my stuff!” you’re not going to get much attention, as social media users tend to glaze over and scroll right past. Look through your own newsfeed/stream and see what catches your eye. Personally, tasteful humor draws my attention every time. When choosing your words, are you keeping your ideal consumer in mind? Baby boomers are probably not going to appreciate hashtags and trendy language as much as Millennials will. Personalize your posts by using “I/we” when it’s appropriate, let users know who is speaking, and be friendly.
Your Content. Users are on social media because they like social media, and the priority is still connecting with friends. So, be a member first, and a marketer second. How does your brand come across in the newsfeed? It’s important to pay attention to your paid content as well as your organic content. I don’t want to see a boosted post asking me to sign up for a newsletter multiple times, when I’m already receiving it. Take advantage of the different platform’s dashboard tools that allow you to customize audiences for paid content, and put relevant material in front of consumers.
Your Customer Service. Did you know that, according to MediaPost, 82% of consumer’s have used Facebook to speak with a customer service rep? The majority of social media users expect brands to respond to their comments, and taking too long, or not responding at all, can actually be detrimental to your business. All social media engagement is customer service, and it’s important to listen for what’s not being said along with what is. You have a chance to show the world that your brand demonstrates effective, courteous customer service with each response you provide–to negative feedback as well as positive. Timely, super friendly, positive responses to consumer’s questions, comments, and feedback make your customers feel important. Thank users for engaging with you; tag them, like them back, and personalize your responses.