Social interaction is essentially the engagement between a brand and its online consumer.
If you are a brand focusing on consumer acquisition, you want to ensure that the way you respond or interact with consumers online is positive. In a world where establishing meaningful connections matters, it’s critical to be transparent and authentic on your social media platforms.
You want to build relationships with your consumers. A 2017 report from Sprout Social says that 71 percent of consumers would likely take action (such as make a purchase, sign up for an event, etc) from a positive interaction with a brand.
What does this all mean?
It’s all about connecting. Social media makes it easy for brands to interact with their online audience. Your audience is the holy grail to your social media success. Treat them like people as they are the ones who are supporting your endeavors. If they feel that you have their best interest at heart, they’ll continue to be loyal to you.
It’s all about transparency. When you are offering a service or product to your consumer, they want to know that they are in good hands. You have to be transparent with your online audience whenever a problem occurs. In any relationship, there should be trust.
Put together a FAQ for situational topics from your brand. Think of things that you know that people will have questions about and develop a supply of responses to have ready for them. You can always reference these responses when you have to reply to a consumer from a social channel. People like to know what they are getting into if they are going to support your brand. You should never give them a reason to doubt you.
Same can be said when conducting a campaign. You want to be prepared for questions to occur. Not responding to someone who is uncertain about something looks bad on you. Pre-write solutions to a problem. Make their lives less stressful (and yours as well).
It’s all about return on investment (ROI). Whether social media is your primary conversion source or not, you want to make sure you’re invested in having an effective social engagement experience with your audience. You should dedicate just a few hours in the day responding to your audience members.
It’s all about turning negative into positive. Even if you receive negative comments or feedback from a consumer, turn it into a positive experience for them. Some people just won’t be satisfied, but you want to use all the tools necessary to try and make them happy. Get back on their good graces as best as you can. This level of showmanship keeps people interested in what you’re doing.