In the coming year, business should re-assess their social media strategies for better public engagement. The key is incorporate creative ideas with adequate influential marketing for better customer care. Following are the 4 trends your company should use in 2020:
1. Develop informed and engaging content
It is well known that ‘content’ is considered the foundation of an effective narrative. In 2020, you should not just post content for the sake it but instead develop it so that large audiences can engage with it through discussions, conversations. This will help you build better relationships with your readers.
Think about: What proved effective? What failed? How can I improve our audience engagement?
On Facebook, you should ideally share updates about your new offerings to keep them excited for further updates. You can ask questions against such posts so that most of the audience is compelled to share their personal experiences and reply accordingly.
On Instagram, you should encourage your audience to use branded hashtags developed against your product such as “#StarbucksSunday“. Followers will be motivated to post photos or videos of themselves enjoying their coffee with your branded hashtag.
The more Instagram users employ branded hashtags, the more popular your brand will get among their friends and acquaintances. They could enable brand awareness voluntarily through this process.
You can also promote User-Generated Content (UGC) by sharing a fan’s photo, tagging/promoting them which will push others to do the same in exchange for being promoted by a leading brand. Fan interactions like these encourage more UGC.
On Twitter, try to use Twitter Chat. Add value to your tweet convos by talking directly to existing/potential customers, hosting a live Q&A, start an ‘Ask Me Anything (AMA)‘. Remember to intimate followers about upcoming conversations at least a few days in advance.
2. Focus on social customer care
An increasing number of social media users are accessing social media for business reviews and resolve issues, direct engagement.
According to Sprout Social, social customer care is different from traditional customer service as it begins even before a customer has reached out to you i.e. you reward compliments instead of just responding to complaints to keep recurring customers hooked.
Any mention, comment or wall post on your social media accounts can influence generalist opinions of your brand. Most of the customer approaches will comprise requests for business information, products and services you offer.
Responding to Facebook recommendations/comments/posts and tweets/DMs is necessary to provide maximum social customer case. It is best to be succinct and thank the customer for reaching out, even if he has complained.
Giving importance to each customer’s feedback assures people they value for your business.
3. Real-time visual storytelling
Using Facebook Live and Instagram Stories, you can trigger reactions to your stories in real-time and accumulate reviews against your service or product instantly.
In 2018, 78% of online audiences were watching videos on Facebook Live. According to HubSpot, Facebook Live is considered a fun and simple way for audiences to interact with businesses.
Some brands use Facebook Live to market their new products and also getting orders placed through comments.
With regards to Instagram, TechCrunch reported that 1 in 5 stories on the platform shared by brands receives a direct reply from users and prospective customers. Hootsuite reported that 64% of marketers have either already implemented Instagram Stories in their social media marketing strategies or are planning to do soon.
You can also post Stories related to upcoming events or special offers, behind-the-scenes incidents, sneak-peeks etc. To encourage UGC and convos on Instagram Stories, share user mentions by taking their screenshots, re-sizing and then sharing them with your gratitude and appreciation. It is a win-win for both businesses and customers!
4. Pair with local advocates and influencers
A lot of promotional content seems too bland and non-appealing especially for millennials. They give much credence to service and product feedbacks from consumers like them.
According to SocialMediaToday, 22% of millennials order products online after reviews by influencers who have used them.
The right advocates can be media or publications in your domestic community and best influences can be brand ambassadors/customers. Regarding influencers, select those with sizable following, content reach and genuine engagement.
Using influencers or brand ambassadors can expand your marketing potential and build brand awareness in new directions.
Before you kick-off 2020, remember to ensure that your content is getting genuine engagement. Start/join convos, build relationships and grow your businesses!