TikTok, Instagram, WhatsApp or Twitter: social platforms are taking over from traditional media.
They symbolise the age of modern communication, favouring the immediacy of information and the interactivity of exchanges.
Why has it become essential to ensure customer relationship on social media when you are a brand?
Generation Z represents a population of mobile users. This is why a presence on social media is becoming a vital minimum for any company.
Whatever your sphere of activity, it is essential to maintain customer relations on social networks.
In fact, the popularity of these platforms is further strengthening the link between digital and customer relations.
Investing in social media allows a brand to improve its customer experience with Generation Z. In doing so, it implies a mode of action that is somewhat different from traditional types of customer relations.
Let’s take a look at how to maintain customer relations on social platforms.
- Social media: Generation Z prefered platforms
- An omnichannel presence, a source of growth
- Create content appropriate to the user profile
- Analysing needs through social media
- Designing the appropriate business model
- How to optimise customer relationship on social media?
- Our tips for customer relationship on social media
Social media: Generation Z prefered platforms
Technology-savvy consumers are moving away from traditional media to social platforms.
Although e-mailing and telephone communication still exist, Generation Z dedicates its time to social networks. They say they spend more than 3 hours a day there.
For them, it seems simpler and more natural to respond to comments or to use a private messaging system. The immediacy and spontaneity of conversations appeal to this consumer profile.
Moreover, social networks bring together communities where members interact with each other, share opinions and common interests.
This possibility of direct exchange, the “humanisation” of communication between the brand and its customer, is not necessarily found in traditional media.
▷ Read more: The 6 retail trends that will shape 2023
An omnichannel presence, a source of growth
The success of social media with Generation Z is encouraging brands to focus on these social platforms.
Moreover, as the years go by, these social media are becoming more and more popular, although Facebook and Twitter remain the most popular.
TikTok, Instagram, Twitter and Snapchat are the networks where this generation is the most active according to a study by Vogz, relayed by the Blog Du Modérateur. YouTube, Google’s video platform, is at the bottom of the list.
Also, the presence on social networks must be felt by proposing appropriate content for each platform.
Omnichannelity also means improving the customer experience via e-mailing or phone calls in order to optimise the buying process.
In fact, the final objective is to offer content adapted to each type of customer in order to improve the user experience.
Everyone can benefit from this, whether they are responding to a post, an email or watching a video. In fact, companies need to be versatile to continue to grow and compete in a changing market.
Create content appropriate to the user profile
Perfecting customer relationship on social media is also about personalising the message and the content, depending on your target.
There are as many communities as there are user profiles on social media.
Also, the mistake will be to publish standard content that will have less impact for some subscribers. If you understand your target audience’s preferences, you can gain influence by delivering personalised content.
In order to attract new targets and build loyalty, you need to adopt their language and decipher their codes. It is essential to analyse their behaviour, their preferences and their locations in order to get to know them better.
All of this data contributes to improving the customer experience on social media through the delivery of targeted content.
Analysing needs through social media
Consumers have become accustomed to using social networks to research a product or find an answer to their questions. They know they can rely on neutral opinions from customers themselves.
More than ever, conversation analysis should be part of business intelligence. The level of interaction, the type of reactions to content and the identification of popular content will guide your future actions.
These are all clues to what your followers like and what they are less interested in. In other words, social networks also serve as platforms for listening and surveying clients’ needs. Social media are more efficient than questionnaires and commercial surveys and make it easier to collect data quickly.
On Facebook, you can quantify the number of reactions, shares, use the “statistics” tool for a more detailed analysis. By monitoring peaks and troughs of interaction, you will have a clear idea of the best content to deliver.
Designing the appropriate business model
All of the above analytical efforts converge to build a business model that can engage the customer. It will be all the more effective knowing that it is based on tangible information, focused on the behaviour of subscribers.
According to a study by AMARC, complaints from social networks are increasing every year. 57% of brands are solicited by their consumers on Facebook and consort, an increase of 10 points between 2018 and 2022.
Maintaining customer relations on social media platforms makes it possible to identify their preferences, their postures and their tastes.
In reality, this is a full-time job for a team of community managers.
Each will be responsible for managing a specific social network, creating an engaged community and responding to their requests. Their ultimate task is to personalise the publications on each social network.
What’s more, customer relations on social networks also offer a competitive edge for your brand. You can influence your followers to reverse trends and even stimulate new needs.
How to optimise customer relationship on social media?
From the outset, social media must be approached in a different way from the usual types of customer relations.
It is above all a platform for exchange where interactivity remains the key word. This brings the brand and the customer closer together so that trust is easily established.
In addition, just like the quality of customer service in call centres, your community manager must optimise the customer experience. He or she must be very responsive to respond quickly to user requests.
Intuitive tools such as chatbots also contribute to the efficiency of customer relationship on social media. By the way, subscribers like to feel listened to and taken into account, whatever their requests.
Our tips for customer relationship on social media
In the case of ensuring customer relationship on social media, certain rules must be respected.
In order to ensure that they are applied by your entire network, they can be written down, shared and regularly updated.
- Be polite
- Be responsive
- Give priority to a one-to-one relationship
- Don’t respond in a hurry
- Respond to all requests, positive or negative
- Apply the same customer relationship rules that you apply in the shop
▷ Explore our training catalogues on client relationship
In conclusion, the customer experience is at the heart of what companies are concerned about.
By leveraging the potential of customer relationship on social media, a brand can win over new buyers and gain their trust. Properly done, social media management promotes sustainable engagement with your followers.
As a result, it has a positive impact on the growth of your business. Indeed, communication is about authenticity, active listening and sharing. There is no doubt that a good customer relationship on social platforms promotes a better buying experience!
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We regularly create and deploy Digital Culture training with our clients. We offer training Be unbeatable on social media.
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