We’ve all heard that in Social Media, we
can’t control the message. To some extent, we can’t control perception, but we
can help steer it. Be helpful and ensure that your solutions and benefits are
clear in a way that can be understood by the different demographics of users
that populate your markets. And remember, they need to hear things differently
across each segment, from the head, to the long tail across every chasm in
between. It’s not just about the masses, but the niche markets as well. They
all contribute to the bottom line.
Graphic, and insight, courtesy of Chris Heuer
The importance of engagement is to ensure
that you engage on their terms according to the rules, and culture, across each
community. Remember, in life, you are also customers. You buy things, you
complain about products and services you don’t like, and you recommend those
that you love. So, you have to be a customer to think like a customer.
Approaching them any other way isn’t genuine and is going to deflate
relationships and spark the possibility of pushing customers away.
Be the people you want to help.
Most importantly, make sure that you integrate
customer success stories into your PR and marketing initiatives. Feature them
on your blog. Invite them to events. Partner with them to be proactive voices
to help rally other customers. After all, customers are the very thing that
keep you in business. Show them that you know this by reaching out to them, not
just waiting for them to come to you.
Source: Customer service: the art of listening and engagement
through Social Media (Brian Solis and Becky
Carroll) e-book
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