Are you monitoring social media channels or using them only to broadcast messages? Many businesses are using tools such as Buffer or Hootsuite to manage all their social media channels, both which offer great ways to schedule posts and stay active across the board. But if you aren’t visiting and monitoring your social media channels, you’re missing many opportunities.
Get the Word Out
Following influencers and engaging in conversations is a great way to meet potential customers and bring new followers into your fold. Stay focused is important; you’ll get overwhelmed if you try to spend time on every network every day. Choose one or two social media channels to follow that seem like a good fit for your demographic and keep your feed streamlined to only a few accounts or groups that reach many people.
Build Your Brand
Every time you interact with someone in a public forum, that interaction offers another opportunity to showcase your wit, wisdom, and personality. Know your brand’s voice and attitude, and stay in character. Joining in conversations not only lets you prove yourself as an authority in your industry by answering questions, but also gives you a chance to showcase your brand’s winning personality to potential customers.
Marketers have a saying: “A customer is nothing but a prospect who’s already bought from you once.” Actually, your customers are your best prospects for new sales. You’ve spent much money to find them and bring them to your business; they deserve to be wooed even harder than your other prospects. When your customers leave questions or comments for you, they should get a fast response. Plus, they should be the first to hear about special offers, sales, or product news.
Monitoring social media gives you an opportunity to salvage damaged customer relationships and address problems in your organization. Customers who have questions or problems will often tweet about a company or send a private message through social media channels. If you’re using those channels only to broadcast messages, those cries for help will go unheard, and you will alienate your customers.
Monitor Review Sites
Review sites are important. Reviews are a major part of getting coveted spots on Google Maps results, and many shoppers consult review sites before they make buying decisions. Customers who leave negative reviews on TripAdvisor, Yelp, Facebook, and Google can sometimes be convinced to give your business a second chance if you reach out to them. Don’t fall into the trap of preventing your side of the story from coming out — you’ll come off as defensive or argumentative. Focus on helping unhappy customers feel heard. Offer them gift certificates or other incentives to come back and see how you’ve addressed their issues.
Social media is a two-way communication conduit, not a broadcast medium. If you’re scheduling posts but not monitoring your channels, then you are talking to your customers but not listening. That’s a serious mistake any business can’t afford to make.