Social Media is Meant to be Social
Social Media is a powerful tool to disperse information, but might have lost the first part of its name when used for business. At the root of what social media was designed for is conversation. People interacting with people, which has always been part of the charm that attracted users to business profiles on platforms like Instagram and Twitter. A folly of businesses in this era of social media being increasingly more prevalent in marketing is turning social media into a one-way communication stream, rather than a two-way conversation.
Interactions between consumers and businesses on social media are like no other. Consumers feel more connected with these entities because, in this scape, communication is more direct than ever before. In this capacity, that feeling of care and communication is moot if there isn't an acknowledgment from the business. The most successful examples of social media for business use include interacting with customers on social media:responding to comments, making an effort to connect, and engaging with the customer base.
Conversations on social media not only can foster relationships with existing loyal customers, but it can also create long-lasting retention with customers that otherwise would be lost. Negative word-of-mouth is as prevalent on social media as positive opinions, but businesses have the option now to make reparations for such experiences. A customer who has a bad experience will not continue to support that business. But if the experience is negative and the business sees that and responds accordingly, chances are the customer will offer a second chance.
Most businesses don’t fully use the tools given to them to interact with their customer base. The ones that do create stronger connections and more loyal customer base. The largest component of that connection is making the customer feel valued for their business, and one of the easiest ways to convey the value each customer has is to engage on social media. Respond to comments, answer questions, address complaints. Turn social media into a conversation, rather than an announcement platform.