Things to Look for in Social-Media Analytics

Not every professional gets excited about analytics, but that doesn’t mean they’re not important. social media marketing pdf NUVI, a real-time social media analytics platform, had this to say about social media managers who create successful online branding efforts. It was just a year or two ago that customer-facing businesses thought they could do without social media if they weren’t looking to serve younger or tech-savvy customers. That wasn’t true then and it certainly isn’t true now.Social media has become a leading medium for consumers to voice opinions about their every interaction they have with a company and its products or services. Expectations of speedy replies and immediate attention have raised the bar. If someone had a bad experience, chances are they are going to talk about it, tag you and make sure their network knows about it. If they have a good experience, you hope the same will happen. The onus is on you to keep an eye out and respond where appropriate.
It’s in the best interest of your company to have a social-media expert handle customer-service protocol and complaint resolution. social media marketing new york Consistency and follow-through is key here. Arguing a complaint or posting defensive responses and threats (legal or otherwise) can all backfire. These types of replies can even make headline news (in a very bad way)!For example, Southwest experienced quite a bit of negative backlash when a disgruntled customer tweeted his discontent and was subsequently asked to leave the aircraft. Remember, it isn’t two-way communication anymore. Social is the new customer-service platform and business owners must have a plan in place to react and communicate. Additionally, a strategic and well-thought out social-media content strategy can result in earning customer loyalty when executed correctly. In case you’re not sold yet on the importance of social customer service, here’s another great example. A Lululemon customer recently received a package for a running cap that he had ordered.

Topic-specific interests trump demographics

PR and marketing pros know there is no such thing as a general public.When you use a spray-and-pray campaign approach, social media marketing trends not only will you not effectively evaluate your efforts, but you might end up wasting a lot of money delivering your message to people who couldn’t care less about what you’re saying.Many brand managers have sent out targeted messages on social media, only to see interest from audiences never even considered in the planning process. This doesn’t mean there’s a “general public.” Social media is just highlighting the importance of finding those who care about your message.Identifying demographics is a start, but once you find those people who are really interested in your product, service, or cause, your message will go much further. When he opened the package, he found the company had accidentally sent him 19 extra caps a $600 value! The customer alerted the company to the error via Twitter. Lululemon initially thanked him, but then changed its mind and said he could keep the caps and encouraged him to share them with others.
Grateful for the gesture, he replied that he planned to give the hats to friends and share the story about how he got them. how to do social media marketing Although Lululemon lost $600 in merchandise, it made a positive step forward in repairing its somewhat negative reputation via excellent social customer service. The company satisfied a pre-existing customer and received positive publicity in addition to gaining 19 more potential customers through word of mouth.Have a qualified and dedicated social customer-service rep that is constantly monitoring Twitter, Facebook and LinkedIn for complaints and keywords related to your brand. It is important that you designate a customer-service expert, not just a tech expert, to handle the social-media channels.Your social customer-service protocol should run parallel to your other customer-services channels. This includes having similar strategies in place to offer rebates, free returns or free exchanges that your social customer-service rep may offer at a moment’s notice.

Vanity and engagement numbers should tie into ROI

More and more pros are realizing that vanity metrics aren’t everything—not by a long shot. atlanta social media marketing Though it’s true that you have to have followers to hear your message, that’s only the beginning.Vanity metrics such as “likes” and followers—along with engagement metrics such as retweets, shares, and comments—must tie in to your goals to prove social media ROI. For example, if you’re trying to get audience members to read the new company blog, looking at page visits, time spent on particular pages, and social media shares of blog posts will let you know whether your promotional tweets and Facebook posts are working. It doesn’t have to be anything too complex,” Adam Singer, a Google Analytics advocate, told Convince & Convert. You can build it in a Google doc, and you could trend over time your amount of work in certain things, and then tie that to outcomes. Quick and timely responses and resolutions will calm an upset customer.
It’s easy to get wrapped up with what’s happening on your organization’s social media profiles and forget to look at the broader universe of Facebook, hotel social media marketing Twitter, or other platforms. A narrow view could cause you to miss out on additional opportunities.Not everyone will tag your brand when talking about his or her experiences, good or bad; a relative few will go to your page to talk about the brand.Taking time to look at what those on social media are saying about you can help managers respond to other customer service issues, get ahead of trends or problems, and monitor brand sentiment. Social customer service is service at a faster speed. The appropriate window for a response to a customer complaint has been shortened from 24 to 48 hours to 60 minutes or less via social-media channels.The magnitude of a simple complaint will escalate the longer it takes to be resolved.