Social media and networks are as social as selling. A complaining Tweet about a company can be picked up by a different company and maybe a few hours, days or weeks later you close a deal with that other company. Social media can be used for various reasons, but these days it’s all about selling and engaging.
Of all kinds of social media, I think Twitter is the one which is the easiest. How many times have you posted a complaining Tweet because your phone was not working properly, because you couldn’t make a phone call, when a store gave you a damaged item … Been there, done that. How fast do these company actually answer? Most of the time, they don’t even take the time. Luckily there are quite a few other companies which do answer, because they have implemented a great social media strategy and they put time and effort in their customers. One example I would like to give is a campaign from KLM called ‘KLM Surprise’.
KLM wanted to surprise its customers with something they could use on their trip and that wasn’t too big. They gave away about 40 gifts to their customers and made a video showing how they did this. Even though 40 gifts is not much, people were tweeting about it and even that same month the KLM Twitter Feed was viewed more than one million times. It is a great way to start interacting and engaging with your customers. People will tell others about their experience, it is a trending topic on social media and it will give a better Return On Investment than placing a billboard somewhere.
Facebook also gives opportunities to engage with customers. The more you can reach out to customers, the more they will actively participate on Facebook and the better they can engage their customers. The less campaigns per day, the better. So put time and effort in the quality of the campaign, not the quantity. Adding a picture to the campaign, increases total reach and companies should avoid posting between 14:00-15:00. When the campaign is focused on getting Likes and Polls increase the total reach of the campaign, as does the day on which the campaign is posted. Campaigns posted on Monday, Tuesday and Wednesday have the highest total reach. I tried to think about reasons why the day and time for advertisements are so important for reach. I think it’s because more people work from home at these days and between 14:00 and 15:00 a lot of people are busy with their work of school. What do you think?
Take a look at the infographics. Facebook or Twitter…?
So, Twitter can be used to search for complains or setting hashtags out which will be shared. Or you can use Facebook where people can like and share your message. Facebook can create much more rich content then Twitter, but Twitter may be easier. Many pros and cons. Do you like to follow a brand on Facebook or Twitter? What do you prefer?
- Giamanco, B., and Gregoire, K. 2012. Tweet me, friend me, make me buy. Harvard Business Review 90(7/8) 88-93.
- Li, T., Berens, G. and de Maertelaere, M. (2013). Corporate Twitter Channels: The Impact of Engagement and Informedness on Corporate Reputation. International Journal of Electronic Commerce, 18(2), pp.97-126.
- Li, T. and Soonius, G. (2012). Is your social media strategy effective? An empirical study of the factors influencing the success of Facebook campaigns. Proceedings of the Workshop on Electronic Business, Orlando, FL, December