In our latest webinar, Binary Fountain’s Sr. Director of Project Manager Chase Ausley covered best practices for managing social media content at-scale and demonstrated how an all-in-one social media management platform can make this process more efficient and meaningful for your organization.
Here are some of the key takeaways from the presentation:
Use Social Listening to Understand Customers’ Problems and Find a Solution
Businesses that don’t take their social media presence seriously are missing out on significant opportunities to grow their customer base. According to a 2018 report on social media usage from GlobalWebIndex, 98 percent of digital consumers are social media users, and users spend an average of nearly two-and-a-half hours on social media platforms daily.
Monitoring online reviews of your organization is one of the simplest but most effective means of tracking customer sentiment and collecting answers. More importantly, reviews are trusted and actively used by potential customers. According to Binary Fountain’s 2019 Renter Insight and Digital Engagement Survey, 85 percent of apartment seekers trust online reviews as much as a personal referral, and according to a report from BrightLocal, 89 percent of all consumers read businesses’ responses to reviews.
A social listening solution can help prevent a business from missing out on opportunities to engage with their audience. These tools help businesses create processes that allow them to respond in a prompt and consistent manner to all feedback and reviews.
Utilize Social Listening Data To Grow and Improve Your Business
The words and phrases that your customers use are an excellent resource to use when crafting your marketing content strategy. When reading comments, pay attention to the benefits or features that consumers mention most. What pain points do they encounter? What do they value about your service? These candid insights can inspire the tagline for your next ad or become the focus of an email campaign.
The data you gain from social listening can also be used to set goals and KPIs for departments throughout your organization. For example, your content department could be tasked with identifying four consumer questions and producing an in-depth article to answer them each month. Similarly, your product development team could be asked to identify two potential feature additions or upgrades based on information gained from consumer feedback and comments.
Create the Right Social Media Content for Your Audience
Consumers generally respond best to content that “gives,” rather than “takes,” meaning that they’d rather see content that provides a benefit or solves a problem they’re facing. Some examples include responding to frequent customer questions, offering discounts or posting entertaining content that allows consumers to interact and share with one another.
When developing content, this is where an organization can really utilize the data they’ve collected from their social listening tools. The data they collect should be able to solve for these questions:
- What features or promotions do our customers like and engage with the most?
- What topics or trends are getting attention on social media?
- What kinds of questions are customers frequently asking?
- What causes or issues do our customers care about?
- What influencers have the most sway in our industry?
The more you know about your customers, the better you become at creating content that they want to like, comment on and share.
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