How Can You Use Social Media to Build Customer Relationships? | by Mentionlytics | Oct, 2021

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‘A happy customer is a loyal customer’ — this is an age-old saying.

In the older times, when businesses essentially had face-to-face interactions with the customers, you could build trust by having a genuine conversation. However, today’s age of online business demands advanced mediums to build customer relationships.

In recent times, social media has greatly impacted the way businesses interact with their customers. It makes perfect sense too — more than half of the total population of the world uses social media in 2021. Moreover, an average user spends 2 hours and 24 minutes per day on social media. With such extensive and constant user attention, social media has become one of the best mediums we have today to build customer relationships.

Social media is primarily used as a communication platform by business accounts. You create a brand page, post content, and use it to promote your business. However, now brands have begun to perceive social media as a customer experience platform.

To build a customer relationship with your audience, you need to be in the virtual vicinity of the customers. Since you cannot see them as in a traditional business setting, you have to make most of the tools that bring you closer to social media users. One of them is social media monitoring.

Today, around 70% of people expect businesses to entertain them for their customer service questions on social media. However, social media teams of large-scale businesses can miss out on the abundance of mentions, relevant conversations, and complaints. Social media monitoring can keep you well informed and updated with every happening on social platforms that concern your business. It allows you a chance to monitor user activity on social channels and uses it to build customer relationships. If you strengthen your connection with customers, it will impact your engagement, brand awareness, and ultimately result in high conversion rates.

Here’s how you can leverage social media monitoring to build customer relationships.

Gone are the days when brands used to be an unknown, artificial entity for customers. The web, and especially, social media has built the need for transparency. Before making a purchase, 54% of users research the product on social media. Therefore, it is vital that you be active and engage with them.

However, you have to respond in a way that seems natural and not made-up. When you humanize your social media presence and indulge in honest conversation with customers, your business persona strengthens.

Social media monitoring can help you do so by going above and beyond the traditional customer support methods. It allows you to –

With the help of social media analytics, you can assess the generic sentiments of the customers dominating your industry.

For example, you are a vegan hair color brand that sells conventional Indian shades. Due to the western influence, there may arise a demand for out-of-the-box, bright hair colors like red, blue, or green. Through your social media monitoring tool, you can track the sentiments of the conversation spreading around. Hence, you can take action to expand your product colors.

One of the ways to prevent a high rate of customer churn is communicating with the customer. When you engage with them on social media, you give them a reason to keep coming back to you.

A simple message like, ‘Hey, we understand your concern about the product. Would you mind telling me about your problem in detail so that we can work on it?’ can help you get your customer back. In the end, your human touch to the message has the ability to delight the user. With social media monitoring, you can respond in real-time and ditch the use of automated messages.

Two of the basic functionalities of a social media monitoring tool are to facilitate social media listening and leverage the monitoring. The former allows you to intently listen to the relevant conversations about your industry or your brand. The latter lets you analyze the large data of these conversations. It further segments it into categories. This process helps you determine the conversation that needs your immediate attention.

Take Skyscanner, for example. It is an airline search engine that helps you find the cheapest flights. In addition to offering great bargains, it is also known for providing excellent customer support. A user posted about a glitch on their Facebook account. He was recommended for a 413,786-hour and 25-minute long layover on a trip from New Zealand to London. Their social media manager not only acknowledged the post but also left a witty reply in addition to the solution. Her personalized response got viral and attracted user engagement. Not to mention, it set a great example of building customer relationships through social listening.

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