Sociable Social Media | Part 2: How Should Businesses Act on Social Media?

Last week I wrote about how Z-palette had imploded upon itself due their bad handling of social media. So how exactly should brands be acting on social media and how does this influence the behaviour of consumers?

Treat them like your friends…

Starbucks official Twitter talks casually about their day rather than hard markets, and are always willing to lend a hand to their customers.

As discussed last week when brands start to alienate their customer base and start attacking them, the start to lose credibility and can even lead to boycotts. Therefore, brands should treat their consumers as though they were their friends. Treating consumers in a friendly manner makes them want to interact and engage more with your brand and are more willing to increase word-of-mouth about brands who interact with their followers. If consumers have any issues with your products/ services treating them in a friendly and respectful manner will respond better to your products and overall to your brand.

Post promotions…

Screen Shot 2017-05-26 at 6.55.33 PM.png

Now this one is tricky, too many promotions and consumers will feel bombarded by ads and that the brand is only pushing to sell products not enough promotions and consumers will lose interest in your brands social media. The act of following a brand on social media is that of loyalty and consumers should feel that they’re getting something out of following your business on social media, whether it be special offers or early sneak peeks.  By posting promotions exclusively on your social media’s consumers will feels as though they’re in the know and will react well to and are more willing to follow your brand and products, which leads to further building your social media presence.

Have personality…

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Wendy’s Twitter and Denny’s Tumblr, creating positive WOM and leading customers to their stores by having personality.

Nowadays just posting promotions or just interacting with consumers is no longer enough, social media accounts are now expected to have personalities. Often times business will give their products a certain persona, it allows consumers to relate better with the product and more willing to buy the product/ service. The same must be applied to a business’ own social media account, give your company it’s on personality and life through social media and people won’t feel that they’re talking to a cold and distant corporation and are more willing to engage with the brand and follow their accounts. Two of my favourite brands who does this are, the Wendy’s Twitter page; who are known for having a sassy, sarcastic and relatable personality and the Denny’s Tumblr Account who have a weird but punny sense of humour which makes it easy for people to retweet or reblog from creating engagement and WOM for their brands.

Finally, know when and how to apologise…

Companies on social media admitting their mistakes and taking it up in stride.

Ultimately businesses aren’t perfect, especially the people behind the social media accounts. The environment surrounding a business is ever changing especially in a digitised world, so mistakes are bound to happen. Businesses should naturally do their best to prevent mistakes, but if they do occur and a customer is dissatisfied, businesses should do their best to accept a mistake has occurred, apologise and compensate the customer or there may be major backlash towards the brand. Doing so will have consumers see the brand in a more positive light and while negative experiences lead to more responses than that of positive experiences, a well-crafted apology and compensation leads to an overwhelming support from the public that can create a life-long brand loyalty.

So what’s the take away from all of this? There has been an increasing trend of boycotts of brands, where one wrong move can lead to a loss of sales and customer base. So brands need to be more careful in how they act online and the presence they want to give to consumers. A bad social media account can lead to consumers avoiding the brand, while a well-managed, fun and engaging social media account leads to long-lasting brand loyalty.


Next Week:

How a good viral campaign can turn on you…

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5 thoughts on “Sociable Social Media | Part 2: How Should Businesses Act on Social Media?

  1. Hey, great article! It is essential for brands to have personality and it is primordial to avoid automatic replies! Auto replies kill your brand image! Wendy’s strategy is fantastic, it made me laugh 🙂 you should have a look at Jetblue’s social media platforms; its social media customer service is great as well

    Liked by 1 person

    • Thanks Alexandra, I’m definitely enjoying the more casual approach brands are now taking with their social media. It makes it seem less like they’re trying to just extort money out of everyone and are more about building a relationship with their consumers, which definitely goes over well with consumers more.

      Like

  2. Oooo I love that you have integrated your previous post into this one! Brands are definitely becoming a lot more relaxed in their marketing style. There isn’t that need (dependent on the brand) to be sophisticated or professional anymore. You’re right, there is a huge trend in boycotting that brands really need to watch their “mouths”. I think it’s important for businesses to develop or establish a relationship with its consumers first before throwing sassy, cheeky remarks. Brands need to test the waters with their “toes” before diving into the deep-end.

    Liked by 1 person

    • The “boycotting culture” that has been appearing recently is really harmful for businesses at the moment, and the casual nature brands are taking with their social media can often backfire. So there’s a need to be casual but also professional in their responses otherwise they’ll alienate their consumer base.

      Like

  3. Awesome read! My latest post is actually on a similar topic if you wanted to have a look.
    But I agree, brands are definitely adopting a more unprofessional view point to connect with their followers. However, it is extremely important that they keep in mind the target audience of their brand before throwing these humours responses.

    Like

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