30% of Gen X and 48% of millennial consumers said they will be using social to find out about products to purchase during the holidays, according to Salesforce.
Considering the stat above, it highlights the importance of your social media management at Christmas time. It may be a jolly time of the year, but it’s also a pivotal period for brands across the globe.
Let’s get back to basics.
If you walk into a supermarket and you experience brilliant customer care from the staff, you’re more inclined to go back to that store in the future, right? The same applies to your digital presence.
BigCommerce says, ‘55% of shoppers around the world have a more favourable view of businesses that respond to them over social media’, and no wonder. The average time spent on social media is 116 minutes a day. That’s a great deal of time for users to interact with brands and discover new businesses, services and products.
If a user lands on your profile or comes across one of your posts and they decide to get in touch and you’re not available to talk to them, then you’re providing a bad customer experience.
Your posts are your way of reaching out to people. It’s up to them whether they decide to take your hand and skip along with you, but if they do, you need to be available to speak with them.
Chapter 4 of our free eBook, ‘Digital Marketing at Christmas’, focuses on spreading Christmas joy on social media. The reason for this chapter is to inspire you to be active on social media by coming up with a strategy for the publication of high quality festive posts. But the customer service element of social media is just as critical as the posting.
Posting on social media is unquestionably key, but many brands fail to realise the hidden meaning behind their activity – it presents that you’re available to users.
Engagement relies on creating conversation and encouraging customers to communicate with your business. Through social posting, that’s exactly what you’re doing, encouraging engagement.
It’s the interaction with users that will make all the difference to your social media marketing. Your customers may be getting in touch with you over social media, whether it’s replying to one of your posts or through direct message. Either way, take the time to respond to them, whether it’s an enquiry or not. Responses will be well received by the recipient and other users who spot your response (if it’s a post response).
Another fundamental reason, which won’t come as much of a surprise to you, is that your social media platforms are a great tool to market and sell.
3 ways to increase your engagement on social media:
Speak about what you know.
Posting will encourage engagement, especially if it interests your audience. Facebook conducted research and found that “speaking about subjects related to your brand is the best way to generate engagement”. If people have ‘liked’ or are following your social activity it’s because they’re interested in what you do, so make sure you speak about your industry!
Respond to questions and complaints.
You must be proactive and respond to any activity on your social page, whether they’re questions or complaints. No business wants to see or deal with complaints, but your response will make all the difference. If you receive a complaint make sure you offer a resolution. Your response can be seen by all your followers, so if you don’t respond or you don’t reply adequately, then it could harm your customers’ and followers’ opinion of your brand.
Conduct yourself positively.
People always respond better to someone who is approachable, so make sure that you are friendly, positive and responsive. If your business comes across as rude or negative it could discourage customers and users to follow you.
The underlying point to the three tips above is proactiveness.
Customer experience is fundamental to social media management.
The customer experience on your social media has to be on point at all times of the year, especially at Christmas.
Many businesses are proactive enough to know the importance of planning their social media posts in advance, but what many brands miss is the opportunity to take that step further to deliver a positive customer experience. This can be achieved through regularly checking your social media and engaging with users.
Time is often what limits your social capabilities. But if you and your team can rally round and ensure that your social profiles are being regularly checked and all notifications are acted on quickly, then you and your customers will benefit.
Alternatively, having a central figure to manage your social accounts is a great option. Especially if your social accounts have a big following and engaged audience.