Why Communication on Social Media is So Important
Having social media platforms that are regularly updated, consistent in tone and content, and can deal with questions and queries, plays a big role in how your business will be viewed and interacted with.
75% consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person) – Salesforce
More and more people are using mobile devices to access the internet and online services, social media platforms are one of the most popular ways the modern audience will engage with your brand and business.
You need to have social media channels that are regularly updated, monitored and responsive – if your customers don’t see you interacting with them, or ignoring queries – they will assume that you don’t care, and take their money elsewhere.
Communication, Social Media and Your Business
One of the benefits of social media for business is the ability to set up lines of communication, and give your customers guidelines to influence their expectations – such as using an autoresponder to inform them of your opening times, and the length of time they should expect to wait before receiving a response to their query. However you must put that time and effort into not only setting up these channels, but monitoring and maintaining them as well.
Companies with the strongest omni-channel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omni-channel strategies – Aberdeen
Whether your customers contact you directly via email, telephone and instant messaging services, or leave comments or enquiries on your website and social networking sites, you need to have a system in place to detect these, and respond in a timely fashion; this procedure is not only important for reputation management, but should be an integral part of your social media marketing strategy.
Answering quickly is important, but it needs to be accurate – your audience need to be given correct information, otherwise their opinion of your brand will drop, and your reputation and sales will suffer as a result.
“The term ‘customer experience’ won’t exist in the organization of the future. It will be so deeply entrenched in a company’s product, process, and culture that it will be synonymous with the brand and represent the only way to do business” – Ann Lewnes, SVP and CMO, Adobe
With technology evolving and enhancing the customer experience, factors such as price are becoming less important in the decision making process for purchases, so your business needs to look for new and innovative ways of standing out ahead of your competitors.
By knowing who your customers are, and what their expectations are – you can put in place strategies that directly appeal to their interests and values. How you approach and interact with your guests will make a huge impact – not only on your reputation, but your visibility, and word-of-mouth exposure.
Social Media platforms give you almost real-time access to your audience, and your communication strategy has to be more than just answering questions – it involves creating an engaged community of interested followers, who turn to you before any other in your market. It means taking part in discussions, asking questions, addressing compliments or complaints – and being seen to actively care for your guests.
Actually, An Optimised Strategy is Vital to Make You Succeed
By 2020, the demand for an omni-channel customer experience will be amplified by the need for nearly perfect execution – PWC
Your strategy must be comprehensive and flexible – you need to think about your customer and not only anticipate their needs, but put procedures in place to serve them. Using social media channels and online engagement platforms is no longer an optional extra – it is something your business must have, and your success will largely depend on how well you know your audience, cater to their needs, and maintain your presence.