3 steps to successful social media engagement
In light of the recent social media faux pas caused by two restaurateurs featured on Gordon Ramsay's show 'Hell's Kitchen', we thought it might be a good idea to share our top tips on how you should respond to consumers online now that Hell's Kitchen has given us all a lesson on how not to respond!
Consumer engagement is no longer a series of one-off experiences. Engagement online is about an on-going dialogue between you, the business and them, the consumer.
Instead of going straight in for the hard sell when you see an opportunity to talk to a consumer online; why not take a delicate approach and talk to the consumer in a more human way, Take into consideration what the consumer is saying and see if you are able to provide them with useful information. This is more likely to help build a trust between the business and the consumer and will encourage them to talk to you again.
Engaging with consumers on social media really allows them to get an insight into your brand experience so make sure you're leaving the right impression. Don't ignore those who are going out of their way to connect with you as a brand on Twitter and Facebook etc. Take part in the conversation, offering advice and giving links or codes for exclusive offers and promotions.
This does not push products or services on to the consumer however; it shows your concern for their well-being and happiness and lightly introduces them to the type of service you can offer them as an existing or new consumer. This is a sure fire way to make the consumer feel valued as individual and will leave them feeling happy about your brand.
You have now established a relationship with the consumer on social media. By offering good customer service initially you now have a better opportunity to promote your product or service, amplifying your brand.
Our social team at Equator strongly believe social media engagement should feel less like a marketing and sales campaign and more like a well-developed bond founded on the basis of good consumer understanding and mutual respect. These three steps should help you achieve your overall goal (whether that might include customer acquisition or gaining sales) more organically.