Success in social media is one part luck, one part experience, and another part just doing it. Being active, engaging, and most importantly, transparent, are all inherent factors in any successful social media campaigns. Still, what is also important about social media is the ability it grants businesses to speak with their customers directly. What this means is that businesses that are not only active in the social media arena in voicing their own thoughts and sharing their own content, but also active in listening, will be those that end up yielding the most from their own social media presences.
Here’s how any business can find out exactly what their customers want through social media.
I have already explored this idea in depth on this blog, but it doesn’t hurt to further emphasize it: One of the best ways to find out what your customers want from you and your social media presence is to simply ask them. Ask the what they think about a new product or idea, and run with it. Respond to their ideas and show them that you are listening.
Of course, this isn’t nearly as simple of an approach as it’s made out to be. Asking basic questions on Facebook or through Twitter can, in a lot of cases, yield minimal results. That’s why it’s important to carefully consider, as with everything social media related, what you are hoping to gain from asking them. Do you want new ideas, or simply feedback on current ones? Carefully craft the message you’re asking for the response that you want to receive, and make it known that you are hoping to gain feedback. If you have a history of being involved and engaging on your social media presences, people will respond! I swear.
Use Analytics to Find Strong Ideas
Though social media is generally seen as a huge asset to any business, quantifying that success has been seen as a huge challenge for businesses. Still, Facebook, Twitter, and other social media sites (and social media hubs such as Sprout Social and Hootsuite), generally have very robust analytics tools in order to help businesses to better quantify just how how many of those likes, shares or tweets convert into real website or foot traffic.
Which is why it is so important for businesses to use those analytics. Not simply to look at them in order to get a sense of the numbers, but to get a sense of what ideas work, and what ideas don’t. And this is the perfect way to judge the success of individual campaigns, products and other important factors for any business. Becoming familiar with the analytics themselves — what they mean — and then determining the most successful ideas based off of that information can help any business determine exactly what their customers want. Say, for example, a store owner thought that his new product idea was golden, but it was generally perceived pretty poorly through social media even before it was even conceived. Assuming that store owner has an active social media presence, one can reasonably assume that that product idea probably isn’t the greatest.
Try Exclusive Social Media-only Promotions
Finally, another great way to find out exactly what social media fans and followers want is to simply run promotions, or present new products and/or ideas exclusively through social media. By only presenting those promotions through one channel of marketing — social media — it will therefore be much easier to gauge the success or failure of campaigns on an individual level.
Ultimately, the more familiar and accustomed any business becomes with social media, the more readily/easily they will be able to understand their users and will therefore become more familiar with what ideas work and what don’t. Social media generally award those who are active and sharing good, meaningful content, so simply being active and having something significant to say is already a huge portion of the battle. Everything else is simply a matter of tinkering.
Source: MSM DesignZ, Inc. is a Westchester social media company based in NY specializing in advertising, web and graphic design, and SEO.