Social media is powered by engagement. However, a recent study revealed that when consumers engage with brands on social media, brands don’t do a particularly good job of responding. Consider these statistics:
- 70% of the time that the biggest brands spend on Twitter consists of mere broadcasting without engagement.
- 83% of retailers are ignoring their customers’ questions.
- 58% of consumers who tweeted about a bad experience never received a response.
- Only 11% of social messages receive a response from brands.
As a small business, you can use social media as an opportunity to set yourself apart from the bigger brands and your competition through engagement. Here are 4 tactics to help you engage and connect with customers on your social media channels.
- Welcome your community. Acknowledge new fans and followers with a simple message thanking them for following. If possible, follow them back. Following your customers/followers will give you insight into their interests and sentiments.
- Reach out and connect. Do some research and follow users that show an interest in your business, products or content. Search for and discover industry leaders and influencers and let them know you enjoy their posts. The beauty of this is that many will follow you back.
- Ask and you shall receive. Asking questions is a great way to get followers engaged on social media. You could poll customers about preferences, timely topics and new products. Also ask followers to retweet or share your posts. Research shows that simply asking users to share content results in more shares.
- Don’t ignore fans. Actively monitor your social channels and respond to posts, comments and questions. Share, repost and/or thank followers that mention your brand or company in a positive way. Answer customer questions and reviews in a timely manner.
Social media engagement can seem overwhelming, especially for small businesses, because there’s so much going on across each social media network. However, your social media engagement is essentially a part of your customer’s experience with your brand. Failure to keep an open line of communication with your customers — even on social media — can have detrimental results.
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