In the fast-paced world of today’s digital age, it’s clear that social media is much more than a mere communication channel – it’s a crucial, irreplaceable platform for boosting the customer experience (CX).
And the numbers speak volumes: a significant 63% of consumers say that the CX a brand provides on social media greatly influences their loyalty. Even more telling, 88% of business leaders admit social media’s critical role in offering premium CX. Yet, with all this acknowledgment, only about 20% of brands are viewed as having a strong, effective social media strategy in place.
So, why this gap? At its heart, the issue seems to stem from companies focusing too much on marketing, and not enough on customer service on these platforms. This focus isn’t too surprising – social media marketing can seem quite straightforward. However, this approach misses out on the real value of social media: the chance for real, meaningful interaction.
Social media is not just about racking up likes and shares; it’s about making genuine connections. It’s a direct line to your customers and a live forum for addressing their questions and concerns. Considering users spend around 151 minutes a day on social media, the opportunities for strengthening customer relationships are huge.
So, the big question: how can companies effectively use social media to improve CX?
- Automate listening. Using tools to track and listen to what’s being said about your brand on social media is key. Being in tune with customer sentiment allows for immediate, relevant responses, especially when dealing with negative feedback.
- Respond reliably. Stats show that a whopping 78% of consumers expect a response within 24 hours on social media, with over 20% wanting a reply within just 2 hours. While not all companies can meet this expectation, setting clear response time goals and consistently achieving them can greatly increase customer trust.
- Be transparent. Some companies might shy away from addressing complaints in public, but 88% of social media users say they’d rethink their negative view of a brand if they saw complaints handled thoughtfully and transparently online.
- Invite user-generated content. Encouraging your audience to create content builds community and strengthens their connection to your brand. Keeping an eye on this content is essential for developing a network of brand supporters.
In short, elevating social media CX goes beyond simple marketing tactics. Preparing your social media team with a broad understanding of your company’s operations and allowing them to link customer feedback with appropriate departments are crucial steps for providing solutions that truly matter to your customers. By deploying these strategies, businesses can tap into social media’s full potential, fostering stronger customer connections and long-lasting brand loyalty.
