Why is social media now a crucial part of customer experience management?
We are now intimately familiar with clicks, likes, shares, pins, posts, tweets and so much more in our personal lives. It is not surprising that the world of marketing is also measured using these.
Social media is the most engaging platform for a brand or a company because of its reach, targeting ability and cost advantage. According to a 2017 report from Hootsuit and We are Social, more than half the world uses a smartphone. Companies no longer need to have a very large budget to get started with marketing on traditional mediums like TV and print. On shoestring budgets, marketing teams can create clever and engaging social media campaigns.
TRPs and footfalls were the metrics of yesteryear marketing campaigns. Today, it’s a whole new arena of social media metrics. Some of the basic social engagement metrics are views, clicks, content shares and comments. These metrics also indicate if the time, money and effort spent on social media marketing is paying off.
The customer of today is far more empowered, engaged, and vocal about his opinion. Feedback is almost immediate, and the ripple effect of a few comments and shares can make or break companies. This is another reason why marketing executives are always hooked on to social media.
Consumer expectations from a brand’s social media
There is an element of urgency about social media. A 2016 survey conducted in Europe and Latin America reveals that – customers expect companies to respond within 24 hours to queries posted on social media. The result of an instant, ubiquitous connectivity to a company is that it has raised consumer expectations. As the customer is able to engage, buy or sell anytime, anywhere, in a few seconds, he also expects the company and its service to follow suit. They expect a response, acknowledgement or feedback in a matter of seconds.
Customers follow up with a “punish or promote” response, and this can affect the reputation of the brand. By getting the customer experience right, the company gets a better marketing reach. An engaged customer can be turned into your company’s online evangelist.
Social media creates an exciting opportunity to develop a social customer support system. By delivering prompt, responsive, superior customer support, any business can differentiate itself.
Measuring the effectiveness of social media marketing
Inbound metrics help brands to gauge the effectiveness of their communication strategies. Popular social media platforms provide analytical dashboards:
- Facebook analytics,
- Twitter analytics,
- Twitter listening report,
- Instagram management,
- Instagram analytics,
- LinkedIn company pages report
To dig deeper, marketers would have to link and analyze many channels and data points. For example, brands should not just track clicks, but also track clicks along with bounce rates. Bounces indicate a low level of engagement.
Constantly monitoring all customer touch points also becomes crucial. Brands should not be looking to just react and respond to a negative comment or review. Brands should be looking to actively engage with the customer, build an experience to form a long lasting relationship.
However, tracking multiple channels on social platforms is a challenge. There are many social media analytical tools that help align a brand’s marketing goals with real-time social media information. They track hashtags, keyword and campaign metrics in real-time. They help measure in precise detail, a brand or trend’s impact on social platforms. They also provide detailed insights into the market presence of a brand as well as customer data like demographics, sliced and diced by gender, occupation and income level.
Some of these platforms offer a suite of tools under a single dashboard. They analyze and make intuitive and meaningful insights across major social media websites. One can respond, tweak and refine campaigns in real time to meet business goals. These tools enhance the effectiveness of a brand’s communication strategy and are a shot in the arm in a brand’s customer experience management.