For super brands, the Coca-Colas of this world, broadcast media is all that is needed to keep them in the forefront of people’s minds. They aren't going to be able to field all of the questions people might have as millions upon millions of customers use their product, so they keep a reasonable corporate distance.
For everyone else a genuine positive and conversational approach goes a very long way to help businesses connect with their audience of customers and clients. What follows is a handy list of pointers, which is by no means exhaustive, about some online business communication basics.
People tend to take about what they know, and human experience goes a long way. Find something people will be able to relate to directly that relates to your brand or service, be thoughtful and creative and you’ll generate a conversation rather than a row. Check out our Portfolio for some examples of this in action.
If someone has made the effort to try to connect with you, don’t leave them hanging. If you can react immediately (especially on Twitter) do so, even if it is to let them know you will get back to them, if not don’t worry just make sure you don’t forget. Social media is fast, keep up and people will keep their interest in you.
One of the golden rules in management and customer services is to “manage expectations”. If you can’t supply someone with a product or service suggest an alternative or direct them to somewhere that can. They will remember you as a trustworthy source and you will have a much greater chance of connecting in a positive way in the future.
Apart from a very small number services and products humour can be used as a key way to connect. There is no exact science, but anything that is likely to trigger a positive emotional response has a much higher chance of “going viral”. Check out our Portfolio for a few examples.
When it comes to services and products that would not be suited to a humorous approach please get in touch as we will be able to use our experience working with emotionally charged people to advise you on techniques that would suit your organisation and your clients or service users.
Keep on Message
Remember why you are using social media, think quality not quantity. No matter how many Likes and follows, shares and comments you are getting, if this is not converting into sales or making a positive impact on whatever your organisation’s goal may be, you are wasting time and money.
If this is a sticking point, get in touch and we will help you to measure your social media impact effectively.
A lot of this will come as second nature to those who have a lot of experience working in public and client-facing positions, but we understand that this can be a challenge for those new to direct communication with the public. We’ve got around 17 years front-line client relationship experience so get in touch and we’ll help you to make social media work for you.