How to Utilize Your Social Media Monitoring Insights to Grow Your Online Presence
Once you’re set up with the tools you need for monitoring, tracking, measuring and analysis, what do you do with the information?
This is the key moment where you determine how to act on the knowledge you’ve received with Social Media Monitoring Tools.
Shift Social Strategy
Is your strategy working?
Are you truly getting traction on your primary social channels?
You may discover that it’s time to re-evaluate the resources and effort you put into certain channels.
Results from monitoring your competitors on social media could also yield some interesting insights as well. You may find that a new video tactic has people in your area or industry buzzing about a close competitor.
Why let them go unchallenged?
Work on Developing Relationships With Leads & Influencers
If you can jump into conversations and authentically solve problems for people, do it!
This tactic can be especially relevant when it comes to people’s frustrations with your competitor’s products or services. When you do this, it’s essential that you come from a really genuine place and offer tips or advice geared around helping people. People don’t want to be spammed, and sensitive topics should be off-limits.
However, in many industries you should feel free to have real conversations with people around the topics they care about (which also happen to be topics YOU care about as a business owner!).
Spotting and reaching out to influencers in your industry can have an amazing effect for your brand as well. People look to influencers to help them make purchasing decisions all the time, and if you can develop strong relationships with key influencers you can expect better results for much less work.
Develop New Products/Services
Listening to the needs of your target audience is a smart way to refine your solutions and develop new ones. If enough people are saying they hate a product, or wish they could tweak it, it’s probably worth looking into what the issue is and try to determine what could make that product better.
For example, GoPro did exactly that when they introduced their new camera – GoPro Hero4.
“We analyzed the social media discussions regarding both releases – Hero3+ and Hero4. The insights gathered during the Hero3+ premiere included lots of suggestions for features that could improve customer experience, which then appeared later on in the succeeding model – GoPro Hero4.”
On the flip side, if your customers LOVE one of your products, there may be an opportunity to develop similar or complimentary products or services.
You can then turn around and apply all this awesome feedback as testimonials!
Consider Updating Customer Service Policy and Process
Social media has led to a major shift in how customer service is carried out by many companies. People want instant answers, and are less likely to put up with call centers. Many won’t even pick up the phone when they have a problem. According to a new report from Conversocial, 54% of customers prefer customer service via social media.
The upcoming generation of millennials will only amplify this trend.
People are sticking to their favorite social media platforms to air out their complaints, and you need to know if this is happening in your industry (and be ready for it).
In Jay Baer’s book Hug Your Haters, author and consultant Dave Kerpen notes that:
“If a customer calls you on the phone to complain, surely you wouldn’t hang up on them. And not responding in social media is akin to hanging up on them, only worse, because there are actually other people watching and listening.”
Letting complains hang out there unanswered is not acceptable to current and potential customers, and it shouldn’t be to you!
I’ve thrown a lot of information you’re way. It’s easy to get overwhelmed and put off testing these strategies for yourself. To help you get started, contact us today and get set up with the social media tools you need!
Call us at 1-802-473-1887
Email us at sales@northeastkingdomonline.com
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