Social media is where your audience is
Social media is growing into an increasingly fractured landscape, with new platforms surfacing daily and old ones being abandoned and left for dead. Still, one key fact remains: social media as a phenomenon is not going away. The amount of social media users worldwide is only increasing, and so is their daily use. It has become our main entry point to finding out about new brands. And it is where we, at an increasing rate, tend to go for quick customer support.
This is where your target audience is every day – so be there with them. Prioritize budget and be present on the channels your customers already use. Don’t let your organization continue speaking out into the ether because of old assumptions or organizational passivity.
Social media marketing works
There is no channel more cost-efficient, specific in its reach, or with greater growth potential than social media. As a marketer, you can know for sure that real people in the right segment see your content – and epending on the platform, that segmentation can be as narrow and detailed as you want it to be. Social media is unique in its organic reach and financial possibilities. Every customer interaction is measurable, and every activity has the potential to gain broader organic reach – and at a meager cost, it's all possible to measure by ROI.
Is your organization making social media marketing a priority in the budget? It should.
Social media is key to building brand loyalty
Brand loyalty is a vague term with very tangible consequences. In fact, your social media presence can make or break your customer retention or even your entire brand. A key trend in the social media landscape today is the rising expectations on customer care: most customers today expect to be able to reach you on social media with questions or problems.
The good news is, when they do, they often become brand ambassadors – and that personal recommendation is worth any amount of well-planned marketing effort. Customers spend up to 40% more on companies that respond and engage with them on social media, and a positive interaction here will make a customer 3x more likely to recommend you to others. Simply answering a complaint can increase customer advocacy by 25%.
What happens when you don’t prioritise customer care on social media?
88% of consumers are less likely to buy from a brand that leaves customer complaints unanswered. Not responding to comments on social media can lead to a 15% higher churn rate, and this number is critical – every 5% increase in customer retention can increase your profits by 25% to 95%. Help your organization do the math. Do you have a dedicated social media customer care team that can provide fast and professional support in your key channels? And perhaps even more importantly, do your internal stakeholders understand the impact of social media customer care?
Good social media management
Getting social media management to become key part of your business strategy will not won’t happen on its own. Your organisation needs to invest in a proper plan and management of all the social media platforms you are active on. If you have that in place you can benefit from social media. Read more about that here.