Establishing an authentic and engaging voice in social media is critical for almost every organization these days. However, with new social channels popping up all the time, it can be difficult for brands to understand what social platforms are relevant to its customers and the best way to approach them.
With so many new ways for customers to share their experiences, the Voice of the Customer is gaining momentum at the expense of the enterprise and will soon be more powerful than any single brand’s voice. As a result, organizations need to spend more time engaging with customers on social channels and less time amplifying. To help brands get the most out of social channels, I have the following five tips:
Identify and use social media platforms that are relevant to your customers. Whether it’s Twitter, Facebook, Pinterest, Instagram or elsewhere, people want to interact in environments where they feel comfortable.
Provide content that is relevant to your target audience on a consistent basis. Evaluate what social channels your brand is using and how often new content is posted – if you are posting less than three times a week consider the importance of this channel to your brand and whether your efforts would be better spent cultivating another channel.
The number of fans or followers a brand possesses is no longer the social media benchmark for success. Customers want to see more than the latest press release or company blog post. Engage with your communities and demonstrate genuine interest in their feedback.
Enthusiastic and influential customers are among the most valuable and can become highly credible in not only promoting your brand, but understanding of how it is perceived by the public. Nourishing this community through engagement can lead to stronger customer relationships and lead to successful launches in the marketplace.
If you are targeting a global audience leverage your employee knowledge to provide localized content that will resonate with local audiences.
For additional information, check out this QuestBack webinar about Social CRM and how organizations can gain real insight into the audiences they are engaging with through social media channels.
voice of the customer
Customer Experience Management
increase response rate
voice of the employee