Written by Sam Bettis, Social Media Director at krow
Most brands think their social media rocks – so why do most customers disagree?
80% of companies say that they deliver great social service. Only 8% of customers agree. It’s a huge disconnect – and it exists because most marketers are getting it wrong. People use social media to connect with one another, with things they need, things they care about. Yet often marketers are too wrapped up with pumping out ads that get lost in the feed, treating social as a one-way channel.
Often due to marketing and service departments managing social in silo, the experience isn’t one holistic thing working towards the same goal. People end up obsessing over the wrong metrics, they underestimate how powerful social can be and focus only on one area of what it can do: the advertising.
Paid ads can pack a punch, but they’re not the only way to drive big positive impacts. We want to highlight the scope of what can be achieved with social – beyond the expected – in ways that add value and improve the customer’s overall experience. There are myriad ways in which to define a vision for your efforts in social: moving to a point where we can all drop the word ‘media’ and become something stronger, something which rocks.
Let’s take a look at some ways we can do that…
1. Social Listening
Social isn’t just a broadcast channel. Listening to your customers can shape products, brand campaigns and customer experience. One brand who do this brilliantly are Monzo, the online banking trendsetter who use their socials to listen to what their customers want, and change their offering based on that feedback.
5. Social purpose
Purpose connects the dots and makes everything you do more impactful. It’s not about mindlessly following trends, or jumping on the biggest thing, but about doing the right thing. Purpose isn’t about marketing – it’s about experience. Purpose directs everything we do. If you start with the question: why should your brand be on social? Then your objectives, your audience and your social experience will make a lot more sense.
If ever in doubt, be more like the Cow & Gate baby club…
One more for luck… Social Goodness
Social has been the subject of much criticism lately. We keep getting told it’s bad for us. But if it’s used in the right way – as we’ve seen above – social can do really good things. For us, that means bringing everything back to the question: is this truly the best thing for the audience? Does it add value – is it entertaining, or helping or connecting people? If it doesn’t, it probably doesn’t rock.
At krow, we don’t believe in making up the numbers, click-baiting or vanity metrics. We want to add value with social and use it for good.
If now’s the right time to shake up your social strategy, contact Sam at firstname.lastname@example.org ✌️