Engage Your Social Community
After completing this module, you’ll be able to:
- Respond to feedback on social media
- Share your expertise with your community, without oversharing.
- Be able to respond to negative comments and engagement.
Companies who engage their social community earn trust, are perceived as approachable, and build an army of followers over time. Also, great customer care is great marketing, so an engaged brand always gets kudos for answering the social phone.
While it’s important to stay in the loop and maintain social relationships, posting too often—whether it’s photos, status updates, or frequent tweets—can overwhelm your audience.
Delivering focused, exciting content less often yields better results than curating 50 random messages an hour. Here are a few tips to keep you focused.
- Refrain from posting every time you think of something to say.
- Create a content calendar with a posting schedule, and stick to it.
- Think about what can provide value down the road.
- Simplify your messages. Everyone moves quickly these days, and social consumers appreciate clear and concise communication.
As an expert in your field, you have accumulated a ton of knowledge about your industry, products, and services. Share what you’ve learned with your customers and community. Here are a few approaches.
- Make an effort to answer every question. Pay attention to the questions your customers ask, and add them to the FAQs section of your website. If a customer inquires about something that’s not part of your FAQ section, use it as an opportunity to add the question and assist future customers in serving themselves.
- Lead by example. Do case studies, post successes, share learning moments on your blog, and lead customers to your conversation spaces by adding only relevant share buttons.
- Place an FAQ link to commonly asked questions right in your company's Twitter bio.
- You don’t have to sound like an expert. Just be helpful.
Some things are better left unsaid. You don’t have to respond every time someone mentions your company. In fact, it’s sometimes better to let individual employees, influencers, or other members of the community interject instead. If you jump in at the wrong time, you can send the wrong message. So pick your conversations wisely and determine what type of posts you want to respond to and which ones are best left alone.
Three rules of thumb for responding to positive feedback:
- Thank them. Thank your audience for positive remarks left on your blog post, Twitter feed, or Facebook wall.
- Return the favor. Is someone sharing your original content on Twitter? Take note of their latest post, and share it with your network.
- Add guest contributors. Remember those individuals who really have the voice and passion to contribute something of value that your community will relish.
Three rules of thumb for responding to negative feedback:
- Respond quickly. Social media users expect a rapid response.
- Don’t delete. You customers can view this as a sign your brand is dishonest and trying to hide the truth. Remember, if you delete feedback, it can be posted other places, which can reflect poorly on your brand.
- Don’t engage with people seeking to create conflict. Stay focused on the constructive criticism. If someone is obviously out to get your brand and tarnish your name, it’s better not to play into their game by communicating with them via social media. Instead, send them your customer service email address or phone number and urge them to contact you directly.
PR pros have been using social media since 2006. Have your PR team or a PR agency educate your marketing team on best practices when it comes to commenting on the very public social web. Identify a designated team of people in the company who can respond on behalf of the brand.
Tweet about what you just learned!