We’ve all done it. We’ve fallen into a rut or felt like we’ve run out of things to say. And then our social media programs suffer. Why? Because we end up pushing out promotional content instead of engaging, affinity-building content that pulls in our fans. We end up thinking all about ourselves instead of our customers.
But customers want more. That’s what we have to remember and use to pull us back to truly helpful, engaging communication. We need to remember that social media is, at its roots, a customer service and relationship-building tool that shouldn’t be overlooked. Here are a few ways you can build a stronger one-to-one relationship with your customers on social media:
Customize communication: When customers ask questions of you on social media channels, don’t give them each the same response; customize it. It may take a little longer, but that effort will be worth it.
Be human: Remember the golden rule? It’s so easy to forget but essential not to. Try the trick of asking yourself how you would reply if it were your friend asking.
Surprise and delight: This is where you have a unique opportunity to go beyond the usual and truly personalize your relationship with someone. Do a little research to see what she is interested in and use that information to customize a surprise thank you or remedy for an issue she experienced. It could be as simple as a hand-written note or the delivery of branded merchandise to show you thought of her.
Sometimes this is easier said than done. But if you can take a little time to update your social media strategy with guidelines for top-notch customer service, and continually execute that strategy, your social media program will gain a supportive and avid following and your business will gain customers.