To best prepare your social media channels for 2023, you’ve got to understand the turmoil we went through in 2022. Our State of Social Media Customer Care Report aims to do just that.
Read on for the short version of our latest social media customer care report.
Social Media Woes
Social media is in trouble. We’ve all seen it, whether it be the ongoing fires taking place on Twitter or the whispers that TikTok may soon be banned in the United States.
In part, I think much of this “trouble” is because marketers decided to replace “social networking” with “social media” and made these channels more about content and less about connecting. This is just another reason social media is in trouble; the whole premise of connecting and building relationships gave way to the broadcasting of information with no real aim at building trust and loyalty.
With our current economic climate, companies should be working overtime to retain the customers they have while showing potential customers how their brand experiences far outweigh their competitors.
How do they do this? With expertly handled social media customer care. Which by the way, allows brands to retain current customers, but also helps attract new ones.
YES, organic social media can lead to ROI (but only if you do this).
Think Conversation, Not Campaign™
The brands engaging in social media conversations will win, even during these difficult times. That’s because social media customer care is one of the only marketing initiatives that tackles both acquiring new customers as well as taking care of current ones.
Instead of focusing on content, marketers should focus on conversations and customer experience (CX). Think about it: Your customers are increasingly using social media to ask questions and do research around:
- Discovering new brands and products
- Researching product features and reviews
- Making buying decisions
- Asking support questions or lodging complaints
And when they mention your brand as a part of this process, they expect to be able to converse with you/your brand. Ultimately, they want to talk with your brand digitally with just as much ease as they would in a traditional store.
Studies show that brand conversation is extremely impactful during the digital purchase journey. So, when someone reaches out on social media and asks, “Hey, [brand]! Is your [product] compatible with Alexa?” You must have a quick, friendly answer or they’ll be heading to your competitor to ask that same question.
These same studies underscore that brand conversation — whether brand or shopper initiated — greatly impact the buyer’s purchase consideration during the customer journey. Even so, research shows that since the pandemic, brands have gotten worse at responding to mentions on social media.
It’s never been easier for brands to communicate directly with their customer base. A social media customer care program provides the perfect opportunity for brands to both attract and keep customers. All they must do is listen and engage in brand conversation.
The State of Social Media Customer Care Report (2022)
Social media customer care harnesses the full power of social media by monitoring and analyzing conversations happening around your brand to help acquire and/or retain customers. Yet, so few brands have adopted a social media customer care program.
In our inaugural State of Social Media Customer Care Report…
We’ll highlight research and client case studies on how consumer preferences have changed. And why personalized, empathetic brand conversations will keep your brand above the rest.
Specifically, our social media customer care report focuses on these five areas:
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Social media conversations are driving the digital customer experience, but few brands are taking advantage of this.
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Customer care covers the entire digital customer journey — meaning both acquiring new customers and retaining current ones.
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Brand conversations spur connection and ultimately lead to more revenue for talkative brands.
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The need for speed (with brand responses) has accelerated.
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Humanity & empathy are needed to win the customer’s heart.
If you want to read the full version of our inaugural State of Social Media Customer Care Report, CLICK HERE.
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