Social media is overflowing with more content than anyone can ever consume, and if you want people to pay attention to your content, you have to remember that it’s all about the engagement. Social feeds are less of a megaphone to drive traffic to your site and more about the one-on-one connections and trust that you build with your audience. To grab a customer’s attention and increase revenue from that customer, engagement is vital. Your social customer care strategy must include plans for building brand awareness, loyalty, and connection to increase engagement over time. By doing so, you’re sure to see increased revenue due to your social media efforts.
Social media algorithms prioritize engagement, conversation, and content drive engagement. Posts with few comments and interactions are assumed to be uninteresting or irrelevant and will be displayed to fewer people over time. However, social posts with higher engagement will be shown to more people, resulting in multiplied engagement.
Beyond resulting in more views, engagement is important to customers individually as well. When consumers feel listened to and appreciated, they’re more likely to recommend a brand or endorse it on social media. Superior customer experience also makes it more likely that they try additional products or services from your organization.
As you develop your social customer care strategy, consider these five key areas for increasing engagement and, therefore, increasing revenue.
Provide Excellent Support
High-quality customer support is essential for success, and it’s even more of a necessity when you’re providing that support via social media. The public nature of social customer care means everyone will see when you’re doing it right, and also when something goes wrong. A lousy interaction or using the wrong tone can impact your entire brand. Customer service agents who understand best practices for providing support on social media are a must-have. Beyond that, all your agents must know what they’re talking about regarding your product or service. Around 46% of consumers will give up on a brand if the employees aren’t knowledgeable. Support on social means providing the wrong answer won’t only be evident to one person. It’ll jump out at anyone following your feeds.
According to PwC’s Future of CX report, 32% of all customers will stop doing business with a brand they love after one bad experience. But what if that experience is shared in public view on social media where other people can see it too? It increases the chances of people indirectly being influenced by that negative experience. And what about customers who won’t ever reach out even when they have a problem? Lee Resources found that for every one customer who complains, another 26 leave quietly without saying anything at all. By providing excellent customer care on social media, your organization has a chance to help those asking, plus anyone who checks out your feed on their own time too. health and safety awareness course