Wednesday, October 16, 2013

How to Create a Great Social Media Customer Experience

These days, when it comes to social media, it is absolutely critical that you create the right customer experience for both existing customers and potential customers. 

In fact, 77 percent of B2C companies and 43 percent of B2B companies used Facebook to acquire new customers in 2012. So, it is key that your social media strategies engage and retain your existing customers, while at the same time attract fans, converting them into new customers.

Luckily, sites like Facebook and Twitter spend a lot of time getting the aesthetics of their pages just right – providing companies with tools they need to set up communities attractive to the right audience. Still, you must perfect your company’s own strategy in order be successful. Here are some tips, according to Social Media Today that will help  you create a great social media customer experience (CX):

Know your Audience

If you want to create a great CX on social media you need to know your audience inside and out. You need to post unique and specialized content that will interest and attract the right people – those who can be converted into customers. Also, encourage your existing customers to follow you on social media sites by putting follow widgets on your website and putting your social media handles in sales and marketing collateral.

You can use other social media sites to connect with your customers as well or, even better, provide a place where they can connect with each other. Create a Page/Group/Community so that you fans can discuss your company: a place where you can get involved yourself, engaging your fans with interesting content and questions.

Perfect your Pages

Make sure you post compelling, diverse, quality content on your pages. Don’t post too regularly, but still frequently enough. Work out what your fans and followers like and work out a posting strategy which takes advantage of this. In addition, be sure that you promote your products enough, but too much as fans don’t like being inundated with advertising, they want to see content that is of use to them.

Next, make sure your profile images and descriptions are eye-catching, interesting and, grammatically correct. Check all the spelling in your posts and tweets and only post images that fit within each social media sites’ image parameters. The content on your pages needs to be both professional and attention grabbing.

And, respond to all the comments on your pages and re-tweets your messages get on Twitter. Be active and polite: you customers will appreciate it if you acknowledge them quickly and consistently. Analyze the sentiment of comments about your company online: if someone is negative about your brand you need to act quickly so that your reputation isn’t damaged.

Reward your Fans

Reward your fans and followers with exclusive content. Post information about new products and behind the scenes footage where only your fans can see it. Send out a new product to you Twitter followers before you send it anywhere else, or invite them to your headquarters to try it out for themselves.

When it comes to the social CX, it is key to find customers who are willing to be your social media brand advocates and provide them with a platform to promote your products. Reward these influential people with discounts and products or, if they’re very good at what they do, a marketing job. 

About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc. 
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1 comment:

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