Is your social engagement at a standstill? Are followers engaging with your brand on social media, and when they do, are you responding?
Having a strong social media management program in place is the foundation of crafting experiences on social that will be hard to forget. However, getting a social media management program started is easier said than done. From social engagement to social customer care, simply scraping by isn’t enough. Do these three things to increase followers, engagement and positive brand perception on social media.
The first thing you need to do is figure out exactly where you stand. How does your brand stack up? To figure this out, you’ll need to do an assessment against your competitors to see where you might have room for improvement. There was a time when this may have been a long, drawn out process, but now you can do a social media assessment in as little as 15 seconds.
Proactively engage with people
Most brands wait until followers mention them online before engaging in conversation. This is okay, but not great. Why? Because it’s expected. You should respond when someone mentions your company, however shifting some of the content that you push to garner responses is a lot more fun for your followers. By understanding what your followers like to talk about, you’ll be able to push content that sparks conversations. For example, Whole Foods has an audience that cares about organic food. Keeping this in mind, they could push recipes that people get excited about. They could even repost recipes their followers submit to them.
Use social media as a customer service tool
Create a workflow that allows your social media team to work directly with the support team to offer help to customers on social media. By utilizing social media as an alternative means of support, not only will customers feel more inclined to reach out with inquiries, you’ll also increase positive brand perception. Also, opening up cross and upsell opportunities doesn’t hurt either.
Measure your impact
From response times to sentiment, there are a plethora of ways you can measure how your social media engagement is coming along so that you know where to make changes and adjust accordingly. Already have a social media management program in place? Take the CX Social Grader to see how well you’re doing against your competitors.
Denasia Pinkard, the Content Marketing Manager at Clarabridge, is responsible for the production of all content from concept to execution. With over 10 years of writing and editorial experience, her specialty lies in communicating the value of seamless customer experiences. She has a BA from Morgan State in Telecommunications, and an MA from UMUC in International Marketing Management. Follow Denasia.