Listen, collaborate, measure. These three words are simple yet difficult to corroborate in social media promotional strategies. Social media strategies are principally different from traditional or offline marketing strategies. While traditional promotion or advertising begins with a message directly targets your target audience, social media promotions first understand what consumers and influencers are talking about your product/services/brands and then gradually build through direct or indirect participation.
To create the highest level of engagement, the basic principles are always listening, collaboration and measurement. On the collaboration part, it occurs between customers and business, between customers themselves and customers and employees.
1. Listening intently and respond
For every communication, listening is the core skill. In the context of social media listening, analyzing and then understand the subject gives you the ability to make sense of the conversions and actively contribute in it. Listening intently is important because it will help you to tap your prospective customers by improving the choices by connecting these conversions to your business.
2. Create your own baseline
There is no definitive metrics that answer basic questions like “how much conversation should one expect? Or “What are the parameters to evaluate negative posts”. There may be lots of opinions, so, it is essential to establish your own baseline so that you can create your own strategy around that baseline.
For example, your social media promotions or your social media presence is not competitive. In this case, your immediate objective is to establish a conversation and simultaneously engage with relative distribution between positive, negative and neutral. If you think there is an equal balance between promoters and detractors then your strategy should be directed toward increasing the measured shared of promoters.
3. Find your influence
The next step after listening is to find people who participate in the conversation. The primary objective is to find your influencers and build functional and productive relationships. Find the nuances of the influencers such as what types of topics they like, how much time they engage in the conversation and other factors. On the social platforms, it is not so much about the celebrity or recognized face, it is about understanding who is repeatedly at the center of the conversation.
In social media platforms, the influencers in a decision-making process are most often the actual consumers of the product or service. These people might be food bloggers, or gamers, or photographers who publish reviews of cameras along with techniques for lighting and subject composition. There are other sets of people who have a specific passion or interest, who also have a habit of publishing and share what they like or dislike. These types of people are your audience with who you want to establish a relationship.
4. Encourage Collaboration
The primary driver for the engagement process is a collaborative activity. It is not just your customers, members but also your employees toward collaboration is the goal of the engagement process.
Collaborative activities sit at the top of the engagement processes. As such, moving your customers, members, and employees toward collaboration is a definite “must do” in your list of both marketing and (larger) business goals. Collaboration, whether internally across functional work teams, or externally (involving customers in product and service design, for example) is the inflection point on the path to becoming a social business.
· The most important thing for a business to run is the objective behind doing it. You start with clarity about your business objective and understand your target audience or applicable segment of it.
· As mentioned before as an important driver implement a listening program to understand the specific conversations around your brand/product/company or service and intently validate the actions you are considering or otherwise understand the impact of those actions.
· Organize your business drivers around what you capture through listening. It is important to create your cross-functional teams that can respond to your customers.
· The best type of engagement is through collaboration. It is also important to engage through participation and responding in the channels in which your consumers are conversing. Find the right collaborative approach and then encourage your consumers to participate and give them credit.
· Measure your day-to-day activities and create a proper baseline to assess the impact of the programs on which you embark. You can always continue or discontinue based on the data you have collected. ALWAYS MAKE DECISIONS BASED ON COLLECTED INFORMATION OR DATA.
5. Implement Social CRM
To create a successful digital presence and spread your product or service to your prospective customers you need to focus on social customer relationship management. Social CRM simply means to observe, measure and connect with people that are talked about are created. The more you connect with customers, the more likely you get opinions and suggestions what they like and dislike. Social CRM gives an organized way to take that information through to the next step, driving process improvement, innovation and more.
On social platforms, you will find ample suggestions on improvements on new features or existing features. The challenge is that now the opinions and suggestions are now public, so you need to tackle your customers and prospective customers through an amicable relationship. On the social platforms the nature of conversations is always independent of the company’s approval, so you will get lots of opinions that are not so good.
To know more about Social CRM, you can go through 4 Steps to implement Social CRM Strategy
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