Missed Opportunities on Social Media Have Increased

Are you making this big-company mistake?  Big brands are totally missing an obvious opportunity to engage prospects, customers and fans when the customers visit the brand’s online sites. Case in point:  94% of the top 50 brands directed users of their Facebook Fan pages to a one-way communication page, one which allowed the users no real interaction with the brand. Another case in point: 56% of those brands did not respond to a single customer comment on their Facebook pages. Such findings were the stark reality of a December 2011 study by consulting firm A.T. Kearney. 

If these statistics also apply to your online activities, realize now that you cannot afford to make such mistakes. According to emarketer.com, the U.S. will have, in 2012, the greatest share of social network users as a percentage of the total population (49.9%). So, even if you feel more effective over the phone or in person, you can – and NEED to – master the art of online conversation. Search out ways to enhance your brand, participate in as many online activities as you can, and then reap the benefits. After all, the number of people who spend time online is on the increase, and you want to be right there in the mix to communicate your value to those prospects and buyers. 

Read on for suggestions on how to communicate with high impact.

 

Track Your Three Key Action Items:  Reveal, Convey, Impart

 

1. Reveal your authentic self. Online written communications lack facial expressions and voice inflections, but you can still use them to form meaningful connections. Choose your words carefully so that they provide not only the facts but also reveal your integrity and sincerity, as well as your expertise.

 

2. Convey the core values of your brand. Enhance your brand value by responding to direct requests with the language of your company values and culture. When you frame your comments with the words that express your core values, you will engender loyalty and build your brand’s community.

 

3. Impart valuable information. Bring value to your online interactions by offering possible solutions to the challenges being discussed by other participants. You can easily spark creative ideas when you refer to another’s ideas via links, share online resources and invite colleagues to participate. 

 

Whatever the online platform (an e-mail, a blog post, a retweet, a direct message, a chat…), recipients rarely forget a meaningful interaction. The next time you meet those recipients, either online or offline, they will imbue your brand with the “personality” you have imparted to it with your positive communication efforts.

 

ENGAGE more powerfully; contact maria@koreaccess.com to find out how. Your Kore colleagues are a team of curious, dynamic professional women who thrive on collaboration as a means to produce creative and successful marketing projects. Contact us today to find out how we can assist you and your team.

 

Comments

[Maria Pinochet]

Jeff,

Thanks for sharing your white paper resource. Great step-by-step guide to think through how to set expectations and execute social media strategy.

I hope some of your test companies have read your white paper. Do you find companies have improved their customer service offer over social media since your "test"?

[Jeff Toister]

Terrific points! I did my own study in 2010 on how companies interact with customers via social media and found that many companies emphasize the "media" but don't quite get the social. On the other hand, you are spot on about the value of a meaningful interaction.

Here's a link to the whitepaper if you're interested:
www.toistersolutions.com/socialmedia