User Engagement

Social media engagement measures the public shares, likes and comments for an online business’ social media efforts. Engagement has historically been a common metric for evaluating social media performance but doesn’t necessarily translate to sales.

Handling Complaints

Responding quickly and appropriately to negative social comments can help you increase customer loyalty and retention.

As a starting point, try to reply within one hour. This doesn’t mean you need to have all the answers right away. Customers typically want you to acknowledge their issue, so they know you are looking into it.

Next, let customers know when they can expect a response. This helps you manage expectations and reduce negative feedback. You’ve acknowledged the issue and set a realistic time frame for a response.

It’s important to consistently provide this same level of response on social media, even on weekends. According to a study, 40% of respondents expect a response time within hours of leaving a complaint.

Responding to Queries

Customer service today is customer-driven and omnichannel. When someone is reaching out to your brand on social media, you need to be listening and ready to respond. Regardless of where your social media effort stands, it’s always smart to evaluate your social response strategy.

Some of the basic rules to follow when it comes to social response:

  • Always respond (and try to do it within the hour)
  • Have a plan in place and official statements drafted
  • Be consistent with responses
  • Track everything
  • Be friendly and personable

Cross Communicating with Influencers

The right influencer is someone who can reach your target audience, build trust, and drive engagement. They will create original, engaging content that is in line with their own brand (rather than following a template advertising style provided by a brand).

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Before reaching out to a potential social media influencer, you’ll need to consider the three Rs of influence:

1

Relevance

The influencer is sharing content and has an audience relevant to your business and industry.
2

Reach

The number of people you could potentially reach through the influencer’s follower base will bring value to your business.
3

Resonance

The potential level of engagement the influencer can create with an audience that’s relevant to your brand. Bigger isn’t always better. A huge follower count is meaningless if those followers aren’t interested in your business’ offerings. And a smaller follower count can be very powerful if it’s a niche area and the potential influencer has a dedicated and engaged following.

Influencer Marketing

Influencer marketing is when a business collaborates with an influential person on social media to promote a product, service, or campaign. These people know as “social media influencers,” have dedicated and engaged followings.
Celebrity endorsements were the original form of influencer marketing. But in today’s digital world, regular content creators with niche audiences can often offer more value to brands.
The key is trust. Your audience must trust and respect the opinion of the influencers you partner with. Without the trust component, any results will be superficial, and you’ll struggle to see a tangible business impact from your efforts.

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