Social Media Engagement

Social media creates fantastic opportunities for businesses to connect with their target audiences. How we approach these networks determines how successfully customers engage. Social media engagement across multiple platforms should be tied to the customer experience. Authenticity is key.

Build Relationships with Your Customers

Social Media Engagement, Five12 DigitalEvery person who connects with a social community has hopes, dreams, fears, skepticism, concerns. Those companies realizing the most success in social media focus on engagement, nurturing relationships and sharing value through their social outreach. GoPRO … Beats by Dre … Red Bull … Apple … American Express OPEN Forum. Customers who engage with these brands feel they are understood, that their needs are being met, their lives made better.

Hootsuite has identified 8 types of social media networks. Each platform is a different opportunity to create persistent, meaningful and responsive conversation. Additionally, multiple platforms afford us the opportunity to customize and manage the conversation.

 Businesses know social networks represent a captive market. How we approach these networks will determine how successfully customers engage. It takes investment in content, relationships, and analysis to earn trust and nurture relationships over time.

6 Tips for Driving Social Media Engagement

Create Content That Resonates with Your Audience

  • Build your social brand for core fans, the ones who really want to know what you have to say, who are attuned to your aims and message.
  • Learn and understand what your key audiences want and expect from your business.
  • Focus to deliver excellent customer experiences – excellent experiences lead to happy customers, who will become advocates.

Curation Is Key

  • Our social feeds are busier than ever and don’t need additional clutter. Social media engagement requires being conscious about what content you post to various social networks.
  • Basically, content curation is the curating of ideas and existing content to share existing content, or make your own content.
  • Great sources of content curation include Quora, Storify, Twitter and industry journals such as Mashable, Forbes, Entrepreneur and others.

Customer Service in the Social Media Arena

  • As more and more people use social networks, more are also turning to social platforms to resolve customer service concerns.
  • According to research by Socialbakers, social media customer service requests have increased more than 2.5X in the past two years, with the vast majority (80%) coming in via Twitter.
  • The end result will be more tools made available for brands to better service their customers, likely through more intelligent automation options.

Always Think Mobile

  • Facebook currently has 1.55 billion monthly active users – around one in every five people in the world is active on The Social Network. Of those users, 1.39 billion access the site via mobile device – more than that, Facebook has over a billion daily active users, 900 million of which also access the site via mobile.
  • Mobile usage has overtaken desktop usage, with a study by comScore showing that American users now spend the majority of their time consuming digital media within mobile apps. Google search volume on mobile finally exceeded desktop numbers in more than 10 nations (including the US.)
  • In 2016, mobile will become an absolutely essential consideration in all campaigns and digital programs. It will become increasingly important for brands to understand how their audience is discovering and accessing their content.

In-The-Moment Updates Dominate

  • Periscope, Instagram, Meerkat and Snapchat have fueled the rise of live-stream social media content.
  • Great examples of using Periscope include:

    — Launching a new product with an interactive product demonstration.

    — Breaking break news to your online community before anyone has a chance to write about it.

    — Connect with influencers.

    — Build your mailing list. During your broadcast, ask viewers to leave their email addresses in the comments to sign up. Then you can enter the addresses into your database later.

  • If you’ve established and nurtured followers on other social channels, especially Twitter, you likely have a strong foundation to begin distributing live media content via Periscope and generating interest.

The Impact of Social Media Advertising

  • Social media marketing presents a unique opportunity for companies to stay top of mind with current customers and get on the radar of new customers on their preferred platforms. 70% of marketers found that social media activities increased traffic to their website while 75% of businesses engaging in social media activities for a year or more reported an even bigger increase in traffic. (Source Social Media Examiner.)
  • Twitter, YouTube and LinkedIn hold the top spots for marketing managers: 66% of marketers plan on increasing their use of these social networks. (See the 2015 Social Media Marketing Industry Report.)
  • Video is becoming important: A significant 57% of marketers use video in their marketing; 72% want to learn more about video marketing and plan on increasing their use of video.
  • When using social media channels, keep in mind that consumers go to Facebook and LinkedIn with different goals and mindsets. 

Final Words to Live By …

  1. Don’t take your customers’ trust for granted.

  2. Don’t give social love with an expectation of return.

  3. Learn early on it’s not about you, it’s about them.

Let’s discuss how Five12 Digital can help maximize your business’s social media impact.