Having meaningful conversations with your connections on social media should be your utmost priority. The success of the business is largely dependent on how well the brand manages its interactions with customers on social media. Sales and, to a significant extent, brand loyalty and connection can also benefit from social media. Below we have listed a few important things for better connecting with customers and fans on social media.
- Objective – Have a focused objective for every task that we perform on social media. Some of the objectives are (a) brand awareness (b) reach (c) Application installs (d) (e) Messages (f) Traffic Generating leads (h) video views and (i) likes/shares.
- Audience’s Opinions – Collecting information about the opinions of your customers or fans is not an easy task. Social media is a great platform for expression and voices, and you need to be in touch with them constantly and seek their opinions. You could create a poll or ask a question about your brand, product, or service.
- Feedback – It’s important to listen to your customers or fans to find out how you can improve your brand, product, or service. Collecting feedback is crucial to a successful business, that you take all feedback in a professional manner and implement all useful suggestions in your future business strategies.
- Appreciation – Showing appreciation to your social media audience should be a regular activity. It can be as simple as replying to their messages or re-sharing their positive messages online.
- Solve Issues – You should constantly monitor social media in order to answer any grievances that have been addressed and resolve them quickly and promptly.
- Inside Look – Have your customers/fans know what’s happening behind-the-scenes at your business, i.e., share videos or pictures of your team working. It makes your brand/product/service seem more interconnected and allows your customers/fans to learn more about you.
- Keep it original – Instead of bombarding them with catalogues or reposting memes, create fresh content that commands their attention, which means posting brand content that adds value to your customer/fan.
- Discounts and incentives: Share exclusive product deals on social media (i.e., discount coupons) with your customers or fans to generate interest in your products.
An approach to Social Media Risks:
Because of the inappropriate usage of social media, we see many challenges related to privacy, security, data management, accessibility, social inclusion, governance, and other information security issues. We have listed a few risks that arise due to the use of social media, and there is the possibility of losing something of value (i.e. information, reputation, or goodwill).
- Identify the Risk – Identifying the threats that may impede the achievement of a goal.(a) Harm to online Reputation (b) disclosure of confidential information (c) legal violations and (d) social engineering crimes and (d) intellectual property infringement.
- Risk – Assessing the Risk entails determining the risk’s consequences and how they may affect the organisation or individual (a) economically (b) socially (c) politically (d) technically.
- Risk Reduction: Develop a plan for managing social media risks. Have the right listening tools (b) Train and empower those in charge of social media monitoring. Identify and engage the appropriate point of contact. (d) Decide what to look for and which channels to watch.(e) Be aware of the legal and ethical requirements.(f) Develop a severity and priority framework.(g) Put in place an efficient incident logging process and protocols. Apply best practises based on previous issues. (h) Establish a feedback loop to assist in the treatment of critical causes.
Customer Service Best Practises on Social Media:
- Response Time – Respond to grievances as quickly as possible on social media, otherwise they will start telling their family and friends about the experience. Many of these, if not attended, use alternate social channels to escalate their concerns. Social channels like Facebook and Twitter are used to express grievances.
- Replies – Know which social media posts should be resolved in public or private.
- Response – Respond to all social media feedback, queries, and comments, its equally important and also there is a general perception that all messages must be acknowledged.
- Addressing – Include a greeting and be correct with names and initials. One simple wrong salutation, Mr. instead of Ms. could end up trolling on social media.
- Negativity: Always be positive and add empathy and compassion to gain support from your loyal customers.
- Tools – Use social media listening tools as part of your customer service. Everyone prioritises paying attention to positive reviews on their social networks by highlighting them in targeted posts, but it is equally important to prioritise and engage with negative feedback and comments to build credibility among your followers.
Leveraging Influencer Partnerships
Influencer marketing has witnessed significant growth in India. Collaborating with influencers who possess a robust and pertinent following can amplify a brand’s reach and credibility. These influencers often have a profound understanding of their audience’s preferences and can create resonant content. For instance, a beauty brand partnering with a prominent beauty influencer can effectively reach a targeted audience.
Case Studies: Success Stories
- Amul: The dairy brand Amul has adeptly utilised social media to engage with its audience. Their topical ads, which comment on current events and trends, are widely shared and appreciated. This strategy not only maintains the brand’s relevance but also showcases its creativity and cultural awareness.
- Zomato: The food delivery platform Zomato is renowned for its witty and relatable social media posts. By tapping into the everyday experiences and humour of its audience, Zomato has cultivated a strong and loyal online community.
Challenges and Considerations
Despite the abundant opportunities, social media also presents challenges. The rapid dissemination of information can sometimes result in misinformation or negative publicity. Therefore, brands and influencers must have a crisis management plan to address such situations promptly and effectively.
Moreover, the diversity and multilingual nature of the Indian audience necessitate appropriately tailored content. Brands need to invest in understanding regional preferences and languages to communicate effectively.
