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Sharpening those “social” skills

Before sharing a few easy steps to optimize your social media presence, it should be mentioned that marketers should not feel compelled to be present in every social media channel, thinking that their brand should be covered everywhere.  It was mentioned in the first article of the series, how important it was to understand what each marketing channel was delivering (ROI) to make an informed decision about where to spend.  While you might believe that Twitter, Facebook, Pinterest, Instagram, LinkedIn, Google, and YouTube are all delivering results, a deeper look into sales attribution, cost invested per channel, and customer conversions might tell a different tale. It’s perfectly reasonable to focus only on the channels that are truly working for you – irrespective of what your competitors are doing.

So what creates a seamless customer experience in social marketing? 

Direct links between your site and social media channels, prominent share buttons, strong keywords, prompt responses to queries, relevant content, consistency/professional imagery, and ongoing SEO, so they can find you.

Here is an easy  5-step check-list that can help you assess the current experience you are delivering to your social media customer.
A few examples illustrate the power of social media marketing once the basic functionality is optimized.
Oh Snap! strategy
Snapchat, with over 150 million daily users, is one of the “choice” social channels for 20-30 year olds.Utilizing steps 1 & 5 from the checklist, one of our loyalty program retail clients found a fun, whimsical way to engage their customers using branded holiday filters. The Snapchat filters could be shared with the user’s friends and included fun, trendy labels.This strategy was a good example of maximizing the brand’s footprint through its own customers – and having them enjoy doing it.

Ensuring your entire social media platform has been assessed, to gauge the actual customer experience, will help mitigate glitches when additional features are implemented. 

Insta - gratification
A great example of holistic utilization (utilizing steps 2 & 5 in the checklist) in a social channel comes from retailer Wayfair, and their Instagram shopping feature; tagging specific items with virtual price-tags.  Customers can click a “Shop Now” button and go directly to checkout – creating a very convenient, seamless, ecomm experience.

Serious Fun with Tweeting
The myriad of opportunities to engage with your audience through Twitter are enormous, and utilizing steps 3 & 4 on the checklist, one of our loyalty program CPG clients realized that it was “ok” to be a little irreverent and have some fun with their customers – enter Pop Tarts.  They have captured a large following in a short period, with cheeky tweets such as “How beautiful do I look in my new profile pic; very beautiful or extremely beautiful…let me know”.  This approach does not work equally well for all brands – but the main point is, with the right demographics, integrating some humor into your social channels can be a very effective retention hook.

Serious Fun with Tweeting…

Social channels are the foundations which enable creative playgrounds to share our messages
Whatever social media channel(s) you decide to “double-down” on, take some time to address existing imperfections in the functionality of those channels.   You can then leverage the channel in very creative ways, to fit the needs of your brand, and deliver a unique, seamless, and memorable experience for your customers.   

Don’t miss all of these easy to implement tips, found in the upcoming “Can we just change the channel?” series to optimize your mobile, social media, direct mail, and ecomm channels. 


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