Listening, Then Responding With Relevance
Opportunity often knocks one customer at a time. That's the beauty of social. If you can use social monitoring to cut through the clutter, you'll find opportunities to engage with customers on an individual level--and not just to resolve complaints. Listening to customers in social channels also presents opportunities to provide information and advice that builds goodwill and helps to maintain loyalty. We've all heard the stories about Best Buy and Zappos.
Last night I replied to a tweet from Acxiom CMO Tim Suther about Facebook. He noted that 80 percent of Facebook users have never purchased from a company as a result of seeing an ad on Facebook. I'm not surprise by that at all. Personally, I rarely notice the ads on Facebook, unless they're by a brand I like or seem eerily relevant. What I do enjoy, though, is content--so I decided to say so in a reply tweet. I may be an anomaly, but I don't "like" brands on Facebook for discounts; I do it for content. I noted in my tweet as examples videos from the New York Mets and recipes from online grocer Fresh Direct.
This morning I got a tweet from Fresh Direct. Along with a "thanks for the shout out" was a link to the company's new recipes tab on Facebook. Not only was Fresh Direct listening to the online buzz, but by doing so it was able to seize an opportunity to further engage a fan--with true one-to-one relevance. That's what social listening is all about.
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