Starting conversations on social media can be TOUGH. But, you know what can be even more tough? ...Managing conversations.
The true power of social media marketing includes a transparent image yet is effective enough to build a positive brand.
Transparency acknowledges conversations that are uncontrollable, undeniable and sometimes….unexpected. Realize that things sometimes, just, happen. Here you (the company) are face to face (or screen to screen) with a customer whose experience has, most likely, already happened. So when something goes wrong....how do you make it right? Or better yet, when something goes right....how can they become an advocate?
Well first things first. Repeat after me: it is okay for experiences to vary from customer to customer. The thing that isn’t okay? When the customer feels that they have an issue and no one is listening.
I follow various brands across many social media platforms. The ones who do social media notably well (in my opinion) practice the following and:
- ...Are timely; quick, personal responses.
- ...Show acknowledgment to all comments with a simple ‘like’ but reply to direct questions, service inquiries and complaints.
- ...Are Human: add personal touches, sympathy, apologies and understanding.
- ...Always prepared for crisis management. It can occur at anytime; attempt to take the conversation offline as quickly (and professionally) as possible. Damage control.
- ...Say ‘Please’, ‘thank you’ and use manners.
Once you start to pay attention to the five listed above, it is quite surprising to notice the brands who receive overwhelming success versus those who are just trying to be present.
Take Southwest Airlines for example, each comment is personalized and signed by the representative who responds. Whether a positive or negative experience, they make you (as the consumer) feel important and appreciated. What makes their brand so notable? Their ability to embrace the experiences FROM passengers, customers and team members. These candid stories help cultivate advocates (Check out #SouthwestHeart) and yield transparency.
So again, repeat after me....it is okay for experiences to vary from customer to customer. Just be sure to actively practice the tips listed above.
Thanks for visiting our page! 2016 is off to a great start; we received overwhelming hits on our website from our last blog: Stories that Are Meant to Be Told. Please comment below on topics you would like to learn more about in upcoming social media tips! -Lindsay