Building Valuable Relationships using Social Media Part 2: Converting users into potential customers

This is a continuation on using social media to reach out to your current followers as well as make new connections. In the previous article, we highlighted how you can use social media to connect with potential business partners, clients, and vendors. Read more: Building Valuable Relationships using Social Media Part 1: Connecting with professionals and potential partners In this article, we offer you tips on how you can better manage your respective social media channels, both in terms of publishing relevant content and growing your following. This would be most useful for B2C companies.

Be relevant
People want to see content that they are interested in. We are accustomed to scrolling through content very quickly, be it through looking through our Feeds on Facebook or reading tweets, it is important that your posts have catchy titles to generate interest that prompts the reader to click on the link. One great way to reach more followers would be using hashtags in Twitter and on your Facebook Pages.

On average, hashtags lead to 21% more engagement with your followers. Furthermore, tweets with hashtags are twice more likely to be retweeted. However, don’t go overboard with the number of hashtags. A good rule of thumb is to not have more than 2 hashtags in a single tweet. Quality counts so choose your hashtags and the content of your posts wisely. Be sure that whatever is in your post would be useful for the reader.

Respond quickly
As they say, customer is king and quality customer service is an attribute every company should offer. Here, social media makes it easier for you to manage your customers. A recent study by Cone Research shows that 60% of those surveyed felt better served when they are engaged in conversations through social media. But remember, managing customer service using social media needs to be prompt and consistent, the latter most especially important because whatever response you provide can be and will be seen by others.

Keep in mind that people tell an average of 9 people about a good experience and 16 about a bad one so a single hate comment can adversely influence brand perception significantly and discourage other readers from following you.

Analyze, analyze, analyze
There are many tools and resources out there for which you can use to determine the level of engagement your social media channels have with followers. One such popular tool is Hootsuite, which you can also use to manage multiple social media accounts.

Even the social media channels themselves such as Twitter and Facebook come equipped with their own in-house analytics tools for you to utilize. Use these tools to identify which posts garnered more attention compared to others which would help you lock down on a strategy to produce posts of consistent quality. Furthermore, these analytics can help you gain insights into factors driving customer behavior, enabling you to generate targeted marketing campaigns outside of social media.

Social media is a great tool for brand positioning and for building a community based on shared interests so keep those posts topped up. And as always, remember to use a personal voice across your social media channels because that’s what will excite and engage your readers more.