How Customers Benefit From Your Social Media

Yesterday (16^th, 2016) I logged on to my twitter account and I noticed something different. The welcome window that lets you log onto your account has changed into something quite intuitive. I hope you noticed this. If anything, I would advocate for the current log in window. Well, the big three (Facebook, Twitter and LinkedIn) always seem to be up to something. According to Mashable, ' Twitter's new algorithm, has arrived.'

Prior to this change, I had read in an article from social@ogilvy, of how the number of people using twitter would flatten out in 2016. If this by any chance got to the team at twitter, then anything and everything is being done to ensure this prediction does not come to pass: for it would mean the end of twitter as we know it. But, I bet we are just getting started in as far as social networking is concerned.

Perhaps you are wondering why all the hype about social media. Here is why, in a world whose people go online to search for anything including friends, social media has all that under its roof. Populated with corporations, and people from all lifestyles, social media is becoming an integral part of our lives. 

Better yet, the day-to-day operations of corporations. I know it gets a bit debatable when it comes to convincing the board to allow the launch of a premiere social media program. In a post preceding this, I wrote about the benefits that companies not on social media are missing. Read it here. Once you get the nod to execute the social media program, what then? Well, it all comes down to remaining committed to the course.

Many think social media is the silver bullet to all the marketing and or communication challenges. No, it is not. With a dedicated team, ready to grind day and night to implement the social media strategy, create content, distribute that content, and ensure that it is promoted well : results will come.

In all this however, we tend to be consumed with what we can give (rightly so) and never stop to ask how people benefit from using our social media. Determining these benefits goes a long way in helping the social media team, leverage this information, and plan on how best to position social media for maximum impact.

Therefore, the question becomes, what are the benefits people get from social media that drives them to use it? What will make a visitor like your post, page, and or re-tweet your update?

Peter Friedman, CEO-LiveWorld says, ‘To see how a brand can get the most value, first we must understand two critical aspects of how to be social: customer benefits and conversational dynamics.’ On this post, we will focus on customer benefits.

Through your social media pages, accounts etc., customers can:

Express themselves

These are good times for corporations. Days when you had something to say with no one to say it to or had to pay someone to actually see or read your message (traditional media) are gone. Today, social media is teeming with people eager to take up your message in return, you let them be part of the conversation.

Yes, I know a bit of worry sneaks in when we let our customers express themselves. This is because we think they will fill our timelines with complaints. However, it is a blessing in disguise. It is okay. By letting you know that they are unhappy with a product and or service, is a good indicator that something has to be done. 

Your response then henceforth will determine the relationship going forward. In addition, as best customer support practices are concerned we should aim to resolve whatever problem the customer has and build good relations going forward.

Thus those social media/community managers who like barring their fans, followers from commenting and or posting on their timeline should stop. For it is a destructive path. Let go of the old, one-way model of communication and embrace the two-way model of communication. Let your fans feel free to talk to you and be sure to listen.

Find people with whom they share interests

Social media is home to communities: a group of people who share similar interests. People who like politics will follow and or like pages and or people with regular political news. Those with a keen fashion sense will follow fashion gurus and or check out blogs ran by fashion bloggers. Of course, how can we forget sports? Mention any topic and a community will be formed, if not already around it.

Through such communities, a sense of camaraderie is established. With work taking most of people’s time, they know at least whenever they log on to their social channels; they will catch up with friends, which in most cases works just fine. For you as a social media manager, these helps you tailor messages when it comes to posting. These communities give you an insight into the topics they find interesting and once you know that, it becomes easier to tailor messages around their shared interest.

Get Attention

We do not want to go to parties and find no one reserved a sit or drinks for us. Feeling out of place thrashes our self-esteem making us retreat into our cocoons.

If you go to a party and find people are dying to meet you, the best table has been reserved for you and the Dj is playing your favourite music: then you are bound to let loose and have fun.

The same applies in social media. Customers will come to your social networks not for the sake of it. But to see if anyone notices their presence. It follows that as a social media manager keep this nugget close by. Like their comments, respond and mention their names, better yet give them something to walk away with. It is in all of us to want, desire even, recognition. Do these and wait for the magic to happen.

Unless you realize what it is in it for your customer (audience), many a times, you will make your social media efforts seem vain. These nuggets have shed light on what customers stand to benefit when they are on social media. Give it to them: rather provide a conducive environment that will make all the above possible. Because the bottom line is, we are on social media because of our customers (audience). Use these and let me know, how it goes. I would like to hear from you.