How to use social media to create better customer experiences

Social media rapidly found itself a niche in our modern fast-paced and tech-oriented society. Over the years social media has undergone tremendous change and, nowadays, a high percentage of people spend large amounts of time on social networks for personal and business reasons.

Savvy businesses have identified social media as a viable marketing channel and actively use various networks, such as Facebook, YouTube, Blogs, and Twitter, to connect with consumers and create better customer experiences.
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One of the foundational elements of a good business-consumer relationship is communication. Social networks are rooted in communication and these platforms provide businesses with a quick and convenient way to establish and nurture relationships with their customers.

Increase communication

Social media provides a unique opportunity to have a two-way means of communication. No longer are customers subjected to one-way communication channels where they can receive information, but not respond so easily. Social networks create an environment where consumers can conveniently make inquiries, lodge complaints, or simply provide feedback. Many people send out comments and messages with the expectation they’ll receive a relatively fast response in return.

Distribution of promotions

Promotional distributions can help grow sales, but also offers potential to give customers something they want or need. The digital platform is a great way to let consumers know about sales, special online coupons or other items of value that can help convert interest to a sale and simultaneously provide a better customer experience.

Shared information

Giving sneak previews of upcoming new products or sharing other appealing initiatives are a great way to improve the customer experience. Loyal customers like to be “in the know” where their favorite brands are concerned.

Expediency of transactions

Today's society is very time-oriented. Through technology people have become accustomed to rapid responses, and those businesses that invest little to no effort in social media may not have the capability to take action as quickly since social media sharing is instantaneous.

For instance, if a consumer has a complaint, a customer representative designated to handle social media accounts, can rapidly take action and rectify a problem or provide a solution, whichever is in need.

Stronger personalization

The data derived from social media is valuable to both businesses and consumers. Data and feedback obtained through social interactions can be converted to create more attractive ways to reach consumers in a way they will appreciate. Personalization creates a face-to-face feeling, even in the wide spaces of the web. Connecting on social networks gives businesses a prime opportunity to actually get to know their customers and create better experiences.

Nielsen reported back in March 2009 two-thirds of the world's population visited social networking sites; this data was aggregated back in 2007 - 2008. Since that time social networking has significantly grown, and the dynamics continue to evolve. In 2017 web users are highly focused on social media and it remains one of the best ways to reach out and really connect with consumers.

A successful customer experience is one where the consumer is satisfied with the transaction. Ideally, their experience has been so good they look to return again and again and spread the word to their online contacts. Social media can help reach that goal through the ability to both listen and respond.

Utilizing social media does require an investment of time, however, with attentiveness and patience, these efforts can be very rewarding for both the customer and the business.


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