Consumer engagement: the resulting impact of a brand interacting with consumers through a variety of marketing initiatives. With social media at it’s peak, brands are taking advantage of every opportunity to speak to their customers. Whether it is responding to an issue, a complaint, or acknowledging a feature on the brand, there is a fine line of interaction, before it becomes too “fake”.
Consumers want to feel like they matter. It is the job of any brand to make their customers feel like they are listening to them. “A new study conducted by the Internet Advertising Bureau (IAB) has found that 90 percent of consumers would recommend a brand to others after interacting with them on social media.” It has been proven that social media can drive sales and ROI by consumer engagement, which ultimately increases brand loyalty. It all starts with customer service, which is why it is essential to use a more humanistic approach. Consumers care about the little things, the simple things, such as a response, and a quick one at that. If real-time isn’t an option for a brand, a response within 24 hours is a must.
- More than 50 percent of Facebook users and 80 percent of Twitter users expect a response to a customer service inquiry in a day or less (Source: Consumer Views of Live Help Online 2012, A Global Perspective, Oracle)
- Social customers will tell an average of 42 people about a good customer experience, and will tell an average of 53 people about a bad customer experience (Source: 2012 American Express Global Customer Service Barometer)
What type of brand interaction resonates with you or your clients on social media? What brand do you think does the best job?