5 Social Media Mistakes All Brands Should Overcome
Brands have been tapping into social media for a long time..but often with a flawed approach. And what’s even worse is that they don’t realize it. As with all mistakes, the first step is always becoming aware of them.
Here are some effective tips for improving your social media strategy:
Negative feedback isn’t negative
Nine out of ten brands make this mistake. Whenever a negative comment pops up, they come up with a lame excuse when in addressing it in social media. Some fudge it, some make apologies hands down.
Everyone fears that negative feedback would spoil their reputation. That is one of the great risks in social media. But instead of apologizing or ignoring negative comments, brands should see it as an opportunity to improve. Social media offers a great chance to start a conversation with the person who dropped the feedback.
Negative feedback is the honest opinions about the user experience of a product. The more detailed the feedback, the easier for a brand to understand the product’s shortcomings.
Customers, especially those who drop negative feedback, expect the brand to take them seriously. Customer’s expectations are constantly changing, but you should still do your ultimate best to meet their needs. Especially when your customers take the time to let you know what they think about you.
Customers don’t expect a formal apology but an assurance that the product experience would be better next time. Brands should clean up their acts and learn from feedback instead of pouring money into ORM campaigns.
Yet, negative feedback is not always a sign of a problem. Sometimes, it can be simply criticizing the brand. Instead of censoring such users, brands should still react to those messages somehow.
When you face negative feedback engage as early as possible. Create a response team who will be responsible for decisions and who will manage the social media channels during the crisis. Never engage in personal attacks. And most importantly, don’t panic.
Personalized treatment is not birthday wishes
Most brand managers falsely believe that they are running personalized campaigns. But in reality, they often fail to offer a personalized experience to their customers. Posting personalized messages, sharing images and wishing fans on birthdays are not enough.
Peer review is an important factor in e-retail. The internet is impacting 44% of retail sales. The combined volume of web-influenced and strictly online retail sales will be as high $1.9 trillion in 2016. See the chart below:
Almost 70% of retail customers rely on other customer’s feedback on a product. An average customer reads over 10 reviews before deciding on a product. It’s clear that opinion matters. Personalization is the key to have positive opinion about a product.
Like B2C, the B2B segment also requires personalization. There’s a huge need for it, as recent studies show. One peronalization technique for B2B brands is to segment content on the homepage. That way customers can choose their industries and see relevant content.
Medline.com is following this technique. While the main URL loads, visitors see a pop-up window containing a list of industries. When you choose one, you are redirected to another page where the content resonates with your industry. See the screenshot of the popup below:
I chose the HME Provider from the list which took me to a different page. Some other personalization techniques for B2B include:
- opt-in email,
- email drip campaign,
- custom catalog,
- contact pricing.
Applying data science is not a manual effort
There’s hardly any point in using social media without actionable insights. Analyzing raw data can guide you along the way. And data science is necessary to cultivate such insights.
It’s not as dreadful as it sounds. You don’t have to do anything manual as there are a plenty of software at your service. All you need to do is to define the social KPIs, demographic filters, and engagement factors. By doing so, it becomes easy for the software to identify the details that are useful for your campaign.
Start with monitoring engagement, customer conversion and trends in buying decisions. The following observations are essential:
- How fans react to your posts, how they interact with you, is there any drop or sudden increase in engagement?
- Are the customers happy? What their communications tell you about the brand experience they had with your product?
- Is your campaign skewed to any particular demographic segment? On certain networks, it should be. For example, more than 80% users on Pinterest are female. All those who sell women’s products, use Pinterest for brand promotion.
- Analyzing purchases made by customers can help brands apprehend key marketing insights. Such insights give an idea of which customers are open to cross-selling and which are not.
TrueConversion’s research shows that only one payment option is an off-putting experience for customers. It takes 12 positive reviews to get rid of the impact of one negative review. Such actionable insights can make a brand better equipped in wooing customers.
So dig into big data analytics. Collect and decrypt large data sets to ease your social media marketing efforts. If you haven’t been doing it yet, then don’t waste time anymore.
Motion graphics are not distractive
We tend to define life in terms of motion. Something that moves appears living to us. Applying this principle can breathe life into your social campaigns.
True, moving text and graphics may also distract the viewers instead of attracting them. But that that’s only the case when content creator don’t follow the basic design principles.
Well-designed visual content with motion can capture your fan’s attention fast and promote interactions. Cinemagraphs, GIFs and animated videos do better than photographs because they display motion. Moving pictures make it easier for people to engage with those content formats.
B2B content marketing prioritizes infographics. There’s been 11% increase in the use of infographics between 2014 and 2015. And 60% marketers feel infographic will be a key element in B2B content marketing this year. See the figure below:
When infographics is setting in the B2B domain, the demand for motion graphics has just begun. Motion graphics are excellent brand storytelling resources. Analysts believe that 3D motion graphics can bring a positive change in the B2B sales process.
The two key benefits of motion graphics are:
- It can support paid campaigns on social media alongside organic campaigns. Ads containing motion graphics can be of huge success. Many social networks are embracing Facebook’s news feed format, so that animated videos or GIFs appear on user’s feed. It’s great for increasing brand awareness.
- Social media can send visitors to your website, but can’t hold them there. Motion graphics can. The first few seconds after a visitor lands on your site are crucial. If he sees captivating animated GIFs or videos, then he might stay.
Tools like GoAnimate, PowToon, VideoScribe let non-technical users create animation. Each tool is unique.
For example, GoAnimate‘s cloud-based software is able to create separate animation videos for different purposes, such as email marketing, digital ad creation and landing page optimization.
Customer service is beyond a ticketing system
In the past, customer service in social media was just a formality. Now brands are using it as a gateway for upselling and cross-selling. Aside from its sales benefits, online customer service is great for retaining and calming down pissed customers.
If merged with social media, the power of customer service can increase tenfold. See the infographic below:
The infographic gives you all the reasons to connect customer service with social media. When customers engage with brands on social networks, they expect their problems to be solved. Just like regular customers who call up the CCEs with the hope of getting a proper solution.
A brand can use its customer service team to better address the issues users share on social media. Using social channels they give valuable answer in seconds.
Customer service becomes more efficient when CCEs or the lead-gen team adopts a tactical approach. Such tactics include finding influencers who motivate buyers, undestanding the customer discovery processes, etc.
This model can also lower the costs for brands as communication on social channels is free. With time, the standard customer service model can be completely absorbed into social media.
Photo credit: Visualhunt