Social Media Marketing Effectiveness
The Effectiveness of Social Media in Customer Services:
The traditional definition of customer service has been blurred by the explosion of social media. In order to stay current, your company must recognize the benefits of using customer-focused interaction technologies and social media. If you can, your company will benefit from providing a new form of excellent customer service.
There are many social media applications your customers may be using – everything from posts on blogs or company forums, to posting photos or videos, to profile status updates on social networking web sites. A few of the most familiar social media applications include Facebook, Twitter, LinkedIn, and Talkbiznow.
Customers are having conversations about products over the Internet whether companies know it or not. It’s the companies’ responsibility to become engaged in the conversation.
There are a few ways you can use social media in customer service:
Communicate with customers: Social media can be used to monitor customer comments but it can also feed customers selected information. For example, social media can help track customer complaints, highlight loyal customers, or give customers special offers. Social media can also help personalize business transactions.
Leverage customer loyalty: By closely watching customers’ conversations and comments, you can highlight those that help promote the company and develop strategies that help promote and generate more positive feedback.
Address customer concerns: Social media interactions in real time can allow for more immediate responses and back and forth conversations. Also, you can provide self-service through social media with customers answering other customers’ questions.
Concerns can be addressed easily through additional instructions, troubleshooting, past logged issues, or FAQs posted by customers for customers.
Advantages of Social Media for Customer Services:
Once your business takes steps to start using social media in customer-focused service, you’ll begin to notice the advantages. And those advantages are not just for your business but also for your customers.
Using social media to communicate with customers allows your customers to feel they’re being heard. And this results in two benefits – it deepens the business-customer relationship because it gives customers a voice and visible proof that their comments are being read and acted upon, and it provides customers with immediate satisfaction because they can choose between real-time chats, forum replies, or instant technical help from customer service representatives or other customers. your company can benefit from using social media in customer service too.
You can get competitive insights by monitoring your competition within the social media realm. Customers use social media to make comments and share likes and dislikes about products and services. You might also be able to lure competitors’ customers by providing special deals or offers based on competitive insights.
When trying to make a decision on where to begin, you have to experiment and get to know what social media possibilities exist.
One way to narrow the field is to assess sites or technology against the possible benefits to you and your customers.
Measuring Social Media’s ROI :
Like any business venture, when branching out to use customer-focused social media you can expect to first make an investment. So besides assessing the benefits of social media to customer focus, you may also be able to identify ways to measure social media’s return on investment, or ROI. The costs associated with the customer-focused social media realm may include the training and hiring of employees to cover new areas of customer service. Also, there may be marketing and promotion costs, sign-up fees, and content creation costs to get your business up and running with the social media sites or technology you choose. You may also have costs associated with the integration of new technology with existing customer service media. And to accurately track your progress, you’ll also have costs connected to the analysis, monitoring, and reporting of social media success.
So to know if your investment is worth it, all these costs need to be weighed against the benefits.
You can analyze the effectiveness of social media and link it back to ROI by tracking a number of things.
- Customer Retention Ratio
- Number of issues identified
- Process Innovations
- The amount of content contributed by users
- The number of fans
Tracking your customer retention ratio allows you to compare the costs of using social media to the revenue being brought in by the customers you retain through that social media channel. You can link social media ROI directly to the number of customers you’re retaining by implementing that type of social media.
Being able to track the number of issues identified and responded to helps determine if money invested into social media results in costs savings. There’s measurable ROI if the social media you use helps you answer customer questions more efficiently. Tracking process innovations will allow you to find new and innovative ways to please customers with efficient processes so you can develop a good balance of service.
If the amount of content contributed by users is substantial, your company can save money. If your customers are actually creating your content for free – like posting technical help solutions – that’s a measurable ROI, as you would have had to pay an employee or contractor to have that content developed.
If you track the sales figures that are linked to a social media site, you can figure out if the technology is generating more revenue than your traditional selling methods, for example in-store sales.
Keeping track of the number of fans your site has can help you measure the ROI of your social media investment. The number of followers a company or product has is a sign of how popular it is. And as fan numbers grow, so should your revenue.
Tracking and monitoring these aspects of customer-focused social media helps you measure your ROI and judge the success of your social media strategy.
Businesses are using social media to support customer-focused service:
Customers feel they’re being heard and this deepens the business-customer relationship. Customers often find they can get their issues resolved quicker and on their terms, as opposed to dealing with traditional help desks and waiting for customer service representatives to return their calls.
Companies are generating important competitive insights through social media. They are then using this information to provide more unique and tailored experiences for their customers. They can also learn more about their competitors strengths and weaknesses and adjust their strategies accordingly.
But the investment can be high. Having ways to measure social media’s ROI provides necessary proof for further investment. Tracking data like customer retention ratio, number of issues identified and responded to, and process innovations can help compare costs to benefits. Also, monitoring the amount of content users contribute, sales, and the number of fans can give you projected revenues.
Conclusion: every company should use social media for their customer services like support and delivery related communication using social media and interact with the customer their.