Things to Look for in Social-Media Analytics

These types of replies can even make headline news (in a very bad way)! More and more pros are realizing that vanity metrics aren’t everything—not by a long shot. marketing with social media 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. 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, Twitter, or other platforms. A narrow view could cause you to miss out on additional opportunities.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.
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. social media marketing software 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 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.It’s in the best interest of your company to have a social-media expert handle customer-service protocol and complaint resolution. Consistency and follow-through is key here. Arguing a complaint or posting defensive responses and threats (legal or otherwise) can all backfire.

Let your audience guide you to new places

Studying a social media platform’s analytics not only can let you know whether you’re on the right path with ongoing branding and engagement efforts, how to use social media for marketing but also can determine the direction of your future efforts.For example, if you discover an active crowd that skews toward women through your organization’s Facebook Insights, you might ask yourself whether your brand is a good fit for Pinterest. Lululemon initially thanked him, but then changed its mind and said he could keep the caps and encouraged him to share them with others. 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.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.
Have a qualified and dedicated social customer-service rep that is constantly monitoring Twitter, social media marketing courses 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.Grateful for the gesture, he replied that he planned to give the hats to friends and share the story about how he got them. 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.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. 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.

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 b2b 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.Utilize social media yourself and be proactive with your customer service. See what people are saying about your business. Look for the needs and wants of customers and if you can solve a problem they may have. Use this to your advantage and present them with your products and services. Who knows, you may have just solved a problem they didn’t know could be solved!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 possible, try to deal with extreme or offensive comments or posts in a private manner via private messaging or other non-public social-media channels. social media marketing for small business Use a considerate and positive tone in communicating. With the right and careful approach to this type of complaint, you may just be able to get them to delete, retract or share their negative-turned-positive experience.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. Quick and timely responses and resolutions will calm an upset customer.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.