Is Consumer Behavior Driving Your Social Strategy?
July 17, 2014
It is obvious that the internet has changed consumer behavior. E-commerce retail alone accounted for $71.2 billion in the first quarter of 2014 in the United States – and that just reflects where we are making our purchases. The online world influences every part of the buying process – we now have our attention grabbed by online advertising, we research brands and comparison shop online, and we even use online maps to find the brick and mortar stores we want to shop in. And increasingly, we use social media to interact with, complain about, and advocate for our favorite brands. In fact, 62% of adults in the United States currently use some social media. It is imperative that organizations develop a social strategy to make sure they stay connected with their customers, providing relevant content for every stage of the buying cycle.
This is easier said than done. To make sure your social activities are aligned with your customers’ needs, you need to evaluate your organization using the following questions:
– Are our internal processes able to handle the crushing demands of creating new content?
– Are we sourcing content in a way that keeps it relevant and customer-focused?
– Are we using social media as a communication tool, a marketing tool, or a service tool? Which should it be – or is there a better approach?
– Are our social programs supporting sales and showing ROI?
Customers are demanding more: more content, more services, more channels, more everything. The businesses that win in the future are going to be the ones that figure out how to continue to deliver, by aligning their strategies more closely with customer needs.
To help you navigate the changes in customer behavior that should be driving your social activities, we have asked Albert Chou, Chief Innovation Officer at Expion to present a live webinar on “Social Shifts – How Consumer Behavior is Changing Social Strategies.” We’d be delighted if you’d join us July 24th at 1 PM ET/ 10 AM PT. Register here.
Lisa Sigler is Sr. Manager of Content Marketing at Clarabridge. For over 16 years, Lisa has used her writing and editorial skills to bring the value and benefits of technology to life. In her current role, she works to demonstrate Clarabridge’s position as thought leader and trailblazer in the Customer Experience Management market. Lisa holds a B.A. of English from Kent State University. Read more from Lisa on Twitter @siglerLis.