Social Media: Converting Customers Into Friends
Too often, managed services providers build pages on social media sites, then fail to follow up with the content and engagement required to turn that into a true presence.
Roughly seven of every 10 Internet users are on social media, or about 2.1 billion people worldwide. Successful marketers are skilled at finding audiences where they already go to connect with their communities. Wise companies then start friendly, two-way conversations that can lead to deeper relationships.
Some research shows 80 percent of marketers report increased traffic to their sites after launching social media efforts.
A transaction between your business and a customer is just the beginning. From there, customers often take to social media to interact with the community and possibly discuss their experience with you. Whether the customers are praising your product or service, or panning it, smart companies engage in the conversation and look for an opportunity to quickly jump in and connect.
And joining those social media conversations is happening faster and faster. One survey of more than 3,000 social media users found that 42 percent expect a response to their feedback within an hour, and 32 percent within 30 minutes.
When not directly responding to existing social media conversations, use the time to create exclusive social content designed to appeal to the audiences’ positive emotions, like inspiration, enlightenment and amusement. Tapping into such emotions can help stimulate more discussion about your company or products.
“Effective social content tells a simple story that appeals to audiences’ motivations to connect with each other (not just with your brand),” the 365 blog states. “Doing this establishes credibility, which is the jet fuel for igniting likes and shares.”
Track conversations that use specific phrases or words and use the insights gleaned to further your brand’s social media engagement. "Social listening" can help a company better understand audience behavior and create content that connects better with followers.
"But with only 24 percent of brands participating in social listening, there is a tremendous opportunity to engage with customers to learn their wants and needs more intimately," according to the Microsoft blog.
Track conversations that use specific phrases or words and use the insights gleaned to further your brand’s social media engagement. "Social listening" can help a company better understand audience behavior and create content that connects better with followers.
"But with only 24 percent of brands participating in social listening, there is a tremendous opportunity to engage with customers to learn their wants and needs more intimately," according to the Microsoft blog.
A deft social media strategy is increasingly crucial for businesses of all types, but mounting an effective approach can take a bit forethought and sophistication.
Like many small- and medium-sized businesses (SMBs), managed services providers (MSPs) too often build pages on social media sites, then fail to follow up with the content and engagement required to turn that into a true presence.
“You’ve got to remember that social media isn’t marketing, it’s a platform for marketing,” said channel marketing expert Stuart Crawford, writing in a post for MSPmentor.
“You’ve got to do more than just go on social media sites,” he continued. “You need to know how to use them properly to drive attention towards your business and create demand for your products and services.”
That social relationship starts by connecting with customers or prospective customers and turning them into social media friends and followers.
A recent blog from the Microsoft Office 365 Team cites research showing that more than half of Americans who socially follow companies are also more loyal to those brands.
That same post warned against a strategy that relies on spamming “strangers with long-winded reasons to accept your friendship,” and offered some thoughts for any business seeking to beef up its social media presence.
About the Author(s)
You May Also Like