SOCIAL MEDIA DOESN'T JUST POST THE ARTICLE, MARKETING COMMUNITIES NEED TO INTERACT WITH CUSTOMERS
Whether it's to seek information, criticize complaints, or express gratitude and praise, more and more consumers leave traditional telephone customer service and choose to express their ideas through the community pipeline. Consumers like to stick to the Internet to tweet rather than spend an hour talking on the phone, so that the community becomes an important channel for consumer feedback and consumer interaction.
However, "Social Customer Service" is often ignored by marketers, in the face of high cost recovery costs and the inability to provide big benefits to the brand. However, if there is social media, but does not interact with customers, and does not respond to customer questions or comments, social media only encourages marketing messages unilaterally, does not achieve the effect of two-way communication or social media. Interactive nature. Lack of interaction, no matter how new and interesting content is driven, consumers feel that they have no sense of participation for a long time.
The business community is not just the end of the PO article. Consumers expect others to listen, especially when brands do something that doesn't suit them, brands must consider social media interaction as an opportunity to turn things around. Not only does it solve the current crisis, but even reverses the situation so that customers can add a big impression to the brand. What points should the brand pay attention to when interacting with consumers on social media? Giulia Braun, senior manager of We Are Social, a social media marketing communications company, shares four important elements needed to manage community customer service.
1. Immediate response
For consumers, brand messages on social media such as Twitter and FB are much closer than e-mail. The public atmosphere that hangs on social media is relaxed, not as serious as sending and receiving e-mail, and social media has the characteristics of instant interaction, people hope their messages can be answered quickly. Therefore, brands must develop an efficient response process that confirms that all problems are controlled and that consumer comments are immediately addressed.
2. Personalized reply
For individual consumer messages, providing individual responses will help show brand authenticity and affinity, so consumers feel valued and create positive feelings "brands know me." If you apply a template template that has been set, the response to all consumers will be the same, which can disturb consumers. It is recommended to use personalized and customized messages, and hide brand personality and enthusiasm in responses, so that consumers feel that they are talking to real people, not cold, ice-free machines.
3. Show professionals
Community editors are generally familiar with information in their management community, not only knowing relevant knowledge, but also having great enthusiasm for community interaction. For example, the adidas community media is a small fan of soccer fans, and the small Netflix series is a weekly follow-up drama, knowing the album and its actors. Xiao Bian shows professionals in certain fields, and regularly encourages quality and information that is rich, and can certainly grow a group of high adhesive iron powder.
4. Transparent information flow
Some problem brands may not be able to answer consumers in the first time, but also provide clear response times to notify consumers that the company is trying to solve the problem. In addition, this is also a good method for announcing working hours in system announcements. Some consumers will be angry because Xiaobian does not immediately return to his complaints at three o'clock in the middle of the night, so small intimate steps must be designed to buy various groups in the community.
0 Comments