So you’ve created social media accounts and your business is active online. But what’s next?
Continue reading for a sneak peek of our upcoming eBook, Hospitality in the Age of Social Media.
Having an online presence is invaluable; however, there’s more that can be done to leverage the power of social media and maximize customer satisfaction. By taking advantage of your social media accounts you can engage and understand your clients more thoroughly not only to retain them, but transform them into advocates and promoters.
Before we get started, let’s go over the top terminology in social media.
- Brand Monitoring – the process of observing various channels (Facebook, Twitter, Instagram, etc) to find mentions of your brand and assess what is being said
- Community – the amount of fans and followers on your social media business accounts
- Engagement Rate – a social media metric used to describe the amount of interaction — likes, shares, comments — a piece of content receives
- Follower – a person who subscribes to your account to receive your updates
- Hashtag – a word or phrase preceded by a hash sign (#), used on social media websites and Apps to identify messages about a specific topic. Many social network sites use hashtags to classify information to make it easy for customers
- Impression – the amount of times the same post is displayed to a user (it may be more than one per person)
- Influencer – a user on social media who has established credibility in a specific industry and who has access to a large audience and can persuade others by virtue of their authenticity and reach.
- Influencer identification – identifying influencers in your industry who have a large following and utilize keywords that are relevant to your product or service
- Mentions – a term used to describe an occurrence in which a user includes someone’s @username in their post
- Reach – all the people who see your content (they may or may not follow you)
Grow Your Community
The fundamental starting point is to build your following and grow your community. Start with your contacts, the people you know. Invite and encourage them to like and share your pages and posts. Ensure your website and emails have banners, social media icons and links to your social profiles.
You build your community by increasing the number of your followers. Publish interesting, educational, appealing and engaging content to broaden your reach, increase your audience and maximize impressions.
Once you have a substantial community size and audience (it will vary depending on the size of your business), you can analyze the different types of target customers who your business would benefit the most from. One helpful tool is to create customer personas and journeys. By developing 3-5 personas of your target clientele, you can pinpoint what their characteristics, needs and expectations are and what the challenges and opportunities will be.
Who’s Who: From the Utilitarian to the Influencer
Now that you have attracted your initial audience, it’s time to determine exactly who’s who. We will focus on the most important ones for your channels: The Influencers, The Casual Readers, The Active Users and Loyal Followers. Knowing which category your followers fit into is imperative for marketing operations. Creating content to engage each of the groups is essential to spark engagement.
Enhance Reputation with Data, Analytics and Insights
The more you engage, the bigger your community. The bigger the community, the more customers you will receive! Maximize your social profiles – engage with your followers and respond to their questions. Building relationships with your clients leads to greater satisfaction and loyalty. The more satisfied your customer are, the more likely they are to spread the word and become an advocate of your business.