4 Tips to Lead the Conversation on Social Media

By: Sofie De Beule

October 2, 2014

Social media is all about leading the conversation so the voice of your customers can be heard. As people talk on social media about their daily life, a lot of people are resistant when brands jump in on the conversation.

The primary reason customers really want to communicate with you is because they want to get quick solutions to their issues. So, why not lead the conversation, and be bold? Let’s be honest, to keep your customers happy, and acquire new ones, you’ll do ANYTHING, right?

How do you craft a message that resonates? How do you interact with your customers instead of selling yourself? Take a look at these 4 tips we have compiled to help you lead the conversation on social media.

1. Be Relevant

If you don’t manage to remain relevant, none of your customers will want to interact with your brand. Humanize your brand, and get personal with your audience. However, don’t push yourself into a customer’s life every time they mention your brand. Find the appropriate opportunities to interact with them so that you’ll get the most value out of your in conversations.

One of the most critical aspects is consistency, so keep the conversations with your customers going to remain relevant. Stay front and center to get your message across. However, one size doesn’t fit all. Your community expects you to deliver the information in a tailored way. If you want to be talked about, especially in regards to your great customer service, you need to customize that experience.

2. Provide Value

Views, likes, shares, etc. provide little value, so in the world of social media, you must be committed. That commitment implies understanding what people are actually talking about and knowing the context of what your customers are saying. Make sure you don’t think in terms of analytics too much, but think in terms of people instead which is essential to building relationships with your customers.

What really makes the difference is knowing what to do with the information you have about your customers. Beyond listening, deliver the value people are actually looking for, and personalize the customer experience. Make the profile about your customers as well-rounded and detailed as possible.

3. Establish Social Media Guidelines, But Adapt to Change

When it comes to social media, you need to stay on top of everything, and make sure you apply a distinctive tone of voice. Establish rules and guidelines for every social media agent to fall back on to make it easier for your brand to interact with people. Don’t force your social media agents to become too rigid, but have them adapt to change and, more importantly, adapt to a specific context. A customer doesn’t want to go through “X” many steps to get what they want. Make sure you provide seamless social customer service which makes it easy for customers to reach out to your brand.

4. Find Your Balance

Find your balance between online and offline support. The support you give people in-store has to match the support you give online (either through social media or live chat). Customers require more personalization and a more contextual experience. In an era of omnichannel management, companies believe this is an incredibly difficult challenge. If your company is able to get ahead of the game, they have a huge competitive advantage. Beyond being consistent and providing the same support as your competitors, you need to exceed their expectations.

Stand out by doing thorough research on your customers. Find out more about what they really want, offer more than just a reply, and tailor your message. Make sure your brand isn’t ordinary, but exceptional.