Nurture a Feedback Loop
Learning Objectives
After completing this unit, you’ll be able to:
- Describe how to use customer feedback as a social commerce strategy.
- List some successful examples of nurturing the feedback loop.
- Explain how to stay on brand and relevant with your shoppable content.
Listen to Your Customers
Customer feedback matters. One way to get feedback is through customer reviews.
Nearly all customers (97%) say that reviews factor into their buying decisions. Reviews are the linchpin of a strong feedback loop, and they are an invaluable part of your social commerce strategy. Yes, even negative reviews.
Anytime you share shoppable content, reviews help you gauge interest, improve customer reach, and guide product development.
PRO TIP: Monitoring and responding to reviews as they come in is key. Put someone at the helm of this effort who understands your brand mission, vision, and values—and can communicate them well in written form. The better your feedback loop, the better your sales.
Stay Relevant and On-Brand
Today, social commerce represents over half (56%) of US retail sales. By 2025, that number is expected to jump to 80%. Relevant shoppable content with a unique view helps you differentiate your brand and turn social scrolls into shopping conversions.
The nature of social media is that change is the only constant. Keeping up with it can be a full-time job (literally). The key to creating relevant, shoppable content that feels authentic is to stay on top of trends and create moments that blend your unique perspective with the changing times.
Here are some suggestions to help you keep your shoppable content relevant.
- Be where your customers are online. The best way to stay up to date with social media trends is to immerse yourself in them every day. The For You and Explore pages on TikTok and Instagram are great places to start if you want to quickly discover what content is going viral or trending.
- Follow industry influencers. Buddy up. Follow micro and mega influencers in your market. Fan, follow, and friend them, showcasing support to your shoppers and customers.
- Go straight to the source. To know what content resonates most with your customers, go to the source and ask. Poll your shoppers regularly to keep a pulse on their preferences, and incorporate that data into your feedback loop.
- Eye the competition. To continuously improve the quality of your shoppable content, regularly observe key competitors and identify what’s working for them to create your own twist on their success methods.
- Delegate social commerce tasks. Ensure your teams know who is in charge of your social commerce tasks, everything from developing your overall strategy to smaller duties like social listening, responding to comments, writing captions, and more. Everyone has an important job to do.
Wrap Up
Final tips: Create shoppable content worthy of a viral moment, and be authentic to your brand. It all comes down to sharing your unique story with value-driven, relevant messaging—and then listening as your customers react. Social commerce offers a great way to connect, listen, and add value to the entire shopping experience.
And that’s it! In this unit, you learned how to use customer feedback as a social commerce strategy, some successful examples of nurturing the feedback loop, and how to stay on-brand and relevant with your shoppable content. Now take the final quiz and earn your new badge.