It’s not your brand, it’s your relationship
As companies begin to grow their brand on social media, many lose sight of the need to build relationships. Social sites are important for pushing out promotions but that is not their sole purpose.
Social media provides companies with the opportunity to build relationships with their customers and followers.
Imagine Media Consulting defines it as the difference between having a social media platform and a social media presence.
“It comes down to one word: relationships. If you simply exist on social media without engaging, are you truly fulfilling your end of the relationship with your customers? The answer is no. This is why we put such an emphasis on the importance of relationships.”
How to engage in your relationships online
While it may be tempting to send out a post or tweet and not look at it again until it’s time for a report, PR practitioners must engage with their audience.
According to Quick Book, “Like it or not, how your brand is perceived online influences buyer behavior. To be effective, these social interactions need to be real, two-way conversations and not one-sided marketing messages “pushed” at followers and fans.”
Here are some great tips to remember when starting online conversations:
- Respond to comments – People like to know their voice has been heard. Responding to their comments or tweeting back makes them feel like you as a company values them.
- Personalize responses – Yes, it is important to respond to everyone. However, make sure to tailor a response to each person differently. When companies say the same thing, it makes people feel like they are talking to a computer, not a person. This does not build a relationship and instead lowers customer sentiment.
- Get people talking – Social media managers should encourage conversation amongst followers. This provides managers with insight into customer sentiment but it also motivates customers to share stories. This then builds a community amongst other brand followers.
- Don’t fear negative feedback – No one likes to be told they are doing something wrong. However, analyzing customers’ responses and listening to their concerns can help you better serve your client and increase client retention.
Social media managers have a great opportunity to engage with their customers and build strong relationships. Visit Sprout Social’s “8 Tips to Build Customer Relationships With Social Media” for more tips.