Think about all the things that have changed because of social media.
Dating. The news. Staying in touch with classmates. Being famous.
Add marketing to that list. According to Hubspot, social media marketing can produce nearly twice the leads than you would see from traditional outbound methods.
But this doesn’t mean that your company can post its news on Facebook a few times a week and wait for customers to line up. Social media marketing requires you to have a conversation with your customers. Let’s look at the why and the how of making that happen.
What are the benefits of a two-way social media conversation?
1. It helps you connect
By having a dialogue with your customers – as opposed to only promoting products and services – you can respond directly to their needs and wants.
Remember the 80/20 percent of social media. Eighty percent of the things you post should inform and entertain your audience. The rest can directly promote your company.
Share things that are interesting, even if they don’t come from you. Your goal is to educate and delight your customers. And by talking to them, you show that there are human beings behind your brand, ones who care about other humans.
2. It shows your personality
There’s humanity, and then there’s personality. Showing your personality means giving followers a glimpse into your corporate culture, while also showing your sense of humor. Posting photos and videos is an effective way to do this.
3. It lets you know what your customers are thinking
People say what’s on their mind when they use social media. They sound off on politics, movies, their families, and the brands and products they like (or don’t like).
Keeping track of what people say about you is a terrific way to find out what’s working for your company, and how to improve on the things that your customers find frustrating.
So How Do We Have Conversations On Social Media?
Start by diving in. Customers are already there, asking questions, posting comments and – as you probably know – leveling complaints.
Don’t ignore negative feedback. Responding in a helpful manner can rebuild your relationship. And be timely. Respond to comments, answer questions and address complaints as soon as you can. If a week goes by and you haven’t responded, your customers may have forgotten, and moved on.
You Can Be Funny On Social Media
And don’t be afraid to have a sense of humor. That doesn’t mean you must be funny. Your brand may not call for that sort of thing.
If you’re seeking examples of companies with a sense of humor when it comes to social media humor, look to Wendy’s. As we’re writing this, the fast food chain is at the center of a pretty amusing Twitter campaign.
On April 5, a young man in Nevada named Carter Wilkerson contacted Wendy’s on Twitter and asked how many retweets it would take to get a year of free chicken nuggets. Wendy’s responded with an impossible-sounding number: 18 million.
Except it may not be that impossible. Five days after Wendy’s issued its challenge, Wilkerson’s original tweet had been retweeted nearly 3 million times.
Assuming he hits his goal, Wendy’s will have to shell out about $400 to provide Wilkerson with his free chicken. That’s not a bad deal, considering the free publicity they’re getting.
Be Consistent
Have you ever looked at a company’s Twitter or Facebook page and realized it’s been a few months since they posted an update? You might be forgiven for thinking they’ve gone out of business.
By posting on a regular basis, you’ll get the most out of your social media conversations.
If you think your social media marketing strategy still needs work, IQnection can help. Our digital marketing experts can not only create content that speaks to your ideal customer, we can find the right platform on which to share it.
