#1 – Create a Good Customer Experience
We live in a world of content overload where it’s easy for users to get lost in the sea of endless content. This makes it difficult for them to find exactly what they are looking for, when they need it.
To create a good customer experience, provide consistent brand messaging and a similar look and feel so that customers can easily identify your brand’s content and find comfort with the familiarity. With each platform, craft your messaging and the types of content to the audience using that specific platform.
#2 – Engage With Your Community on a Human Level
Anonymity is the enemy. While some believe that an anonymous response, or one that simply identifies the brand, is good because the customer directly interacts with the brand, an anonymous response doesn’t connect on a human level.
Put a name and a face behind the brand’s responses to the customer, humanize the message and develop a trusting relationship. A personal response will provide a better customer experience for your online community.
#3 – Encourage Conversations
There are many types of messages that can be crafted for social media networks, and each network is better suited for certain types of messaging over another. In every case, it’s important that the customer finds the message to be valuable and relevant to fit their needs.
Create messages that are easy to understand using simple language that encourages further participation through conversation. Avoid jargon and speak to the customer’s needs. Find ways for these conversations to also be between the customers themselves. Encourage the online community to engage with itself and the brand by asking specific questions.
#4 – Conversations Should Include Brand Leadership & Executives
Getting the active participation from brand leadership is hard, but the relationship between the brand and the customer is strengthened through this type of conversation. Some common reasons why leadership doesn’t participate are because they don’t have enough time, or they don’t exactly know how.
Make the communication as easy for your leadership team as possible and show them the value of their contributions. For example, create a publishing or editorial calendar for their communication to carve out a specific time from their busy schedule. You can also use the next point to help them see the value that the brand gets from their time and effort.
#5 – Use Data to Improve Engagement
Each social media platform has an analytics tool that can provide helpful insight into metrics to measure your effectiveness. Use these insights as a baseline and continuous measure of engagement.
Social media analytics tools, among other tools, help understand how your brand will measure success and find out if your efforts are working, opportunities for improvement and provide you with information to make actionable decisions for the future.