How Great Social Customer Support Helps Build Brand Loyalty
When it comes to modern business, social media is no longer just “a good idea,” it’s a necessity to achieve success.
Social media is everywhere. So much of what we do, see, like, and hate is filtered through the worlds of Facebook, Twitter, Instagram, Tumblr, and Snapchat. But social media is not only for cat videos, political nonsense, and updates on what your friends from high school are cooking for dinner. The social universe represents one of the greatest opportunities for businesses to engage with their audiences and provide exceptional personalized customer support.
When it comes to support, today’s consumer wants it to be convenient and instant. Social media represents one of the most efficient avenues for giving them exactly that. Never before have customers had such a level of access to the brands that they love, and the ability to interact with those companies on a personal level. Leveraging your social media presence is one of the best ways to build brand loyalty.
What Is Brand Loyalty?
Brand loyalty is liking one specific business over another. When someone is loyal to a brand, they see that business as their team or choice. Apple is a prime example of a business with extreme brand loyalty. Most Apple fans will grab all of the newest iOS gadgets without even looking at what the competition is offering. They trust Apple, they are loyal to it, and they’re happy giving this tech giant continued business.
Brand loyalty establishes a brand as a presence in a consumer’s life. People tend to take pride in the brands that have earned their loyalty, proudly touting lines like “Oh, we’re an Apple family.”
That’s why it’s so important for a business to establish strong brand loyalty and social customer support is one of the best ways to do so.
Have A Separate Social Media Strategy
Many companies lump social media strategy in with their general marketing plans. They see social media less as its own branch of their business and more like a side note hanging on to something else. This greatly limits social media success.
Social media needs its own budget and strategy outside of your marketing plan. A strong social media plan combines aspects of marketing, public relations, sales, and advertising into one. Effective social strategies include SEO tactics and conversion rate optimization.
Apply a dedicated strategy to your social media efforts and give it the focus it deserves.
Businesses can inspire brand loyalty by giving their brands a personality with respect to how it interacts with customers.
First, you have to decide what voice you want your company to use and stick with that in advertising, social media posts, customer messages, and support.
It’s important to keep your social voice consistent with the language of your website. When customers click through to your website from social media, they shouldn’t be met with something wildly different from what they’ve seen before. Your website, social media, and advertising should all be of one mind, complimenting one another with the same overall tone.
A great example of effective social media communication would be Wendy’s. The fast food company has developed a reputation for its snarky, clever, and quick-witted voice on Twitter, and that has followed them across the board.
Another example in the arena of fast food would be Arby’s. They make it a point to use pop culture to speak directly to their audience and bond with them over shared interests.
Develop a voice that properly communicates with your audience and stick with it throughout your social media platforms and beyond.
Engage The Audience
Social media managers have to constantly keep track of comments on their posts. Engagement is the name of the game and it is the best way to promote brand loyalty through social media.
Engagement comes in many forms. Retweeting and responding to comments are the easiest ways to speak directly with the consumer and show the audience that their voice is being heard.
Social media is one of the best places for customers to ask questions and send messages but you have to be on top of the game with your responses if you want to establish brand loyalty. Remember that engaging with your customers brings them further into the brand and turns them into brand ambassadors. Your business becomes just like another one of their friends, and they stop seeing you as a corporate entity.
A great way to establish this relationship is to offer exclusive social media offers and discounts, rewarding your audience for coming to your page. This creates a sense of community around your brand, with the company at its center.
While it’s easy to respond to positive feedback and polite questions, you can’t ignore negative comments or messages. Responding to negative feedback in a helpful and supportive way is one of the best forms of engagement.
You should be using social media as a secondary customer support platform. Respond to issues and offering solutions through social media just as you would through the contact form on your website. Stellar customer service is important regardless of what platform is being used. Remember, a positive customer support experience can turn a disgruntled former customer into a happy customer.
If you are not leveraging your social media presence to increase brand loyalty, you’re missing out on a golden opportunity for growth and positive customer support. Your audience is already on social media and so are your biggest competitors.
Social media could be the variable that wins the war between you and your competition. Strong social presence and brand loyalty are sometimes the deciding factors for consumers that are trying to decide between two companies.
By increasing your social media presence and working within this global system, you could stand to see exponential growth in the form of increased brand loyalty.