With social media, the sexy topics are content creation, influencer collaborations and even the paid efforts that lead back to measurable KPI’s and ROI’s. Those are the things most clients and prospects want to talk about and will ultimately use to gauge whether social media efforts are working. While they are both important, they are more about talking than listening, and it is in the latter category where brands should be focused a bit more.
We believe that content and growth efforts are 2/3 of the puzzle, but engagement is where you really can set your brand apart from the pack. One of the most important roles that a Social Media Manager fills is – Customer Service Manager. In today’s day and age, people will chime in and comment about bad (or good) experiences and it is mission critical to have your ears open to the feedback.
Our client Bombas cares very much about servicing their community, referred to as The Hive. Like any brand they have had negative and positive feedback and commentary, and together we remain committed to auditing, listening and tackling their needs head on. Sometimes it can turn a negative comment into a positive one, or even a sale. As you see here:
Remember, your community is watching and sometimes they will chime in and have your back when others are complaining too.
They appreciate authenticity and that a brand actually does care. This is the “blocking and tackling” component of social media and while it doesn’t show up on the scoreboard each day, it is everything if you want to win online.
In general the commitment to being a great community and a brand who actually cares is a long play and not a short one. It is a daily grind and takes a lot of man hours and work, but in the end of the day it is all about creating something that is built to last.