Customer centricity also applies to your social media activity
The Viennese social media management tool Swat.io recently released the five social media trends for 2019. One trend is: Practised professionalisation. Companies have to define more clearly why and how they use which social platforms and with which creative strategy they want to achieve both a high coverage and also a good impact on their target groups.
A fully comprehensible direction when you look at the social communication activity of companies everyday. Mostly self-focussed texts and images, e.g. of the successful set-up of the trade fair stand with relevant press information, but also of internal events together with pictures of the buffet through to the view from the window at sunrise, are posted.
But where is the added value of such posts for the customer? Practised professionalisation in social customer communication means developing messages that offer the customer target group genuine value, actively integrating the customer-related areas and promoting this cultural change process.
Highlight the added value of your services for the customer
“Do good and tell people about it”. This principle of PR activities continues to apply to every communication and marketing department. The press release is still an essential instrument in order to inform the target group of journalists about the latest news, e.g. about new products which are presented at a trade fair. However, numerous companies post this press release unchanged on the social channels in order to also inform customers. But customers have different information needs, as well as different reading and user behaviour. Therefore, the core messages of a press release have to be prepared and communicated differently in the social channels for these target groups than for journalists in order to achieve the desired attention and effectiveness. This is especially necessary against the current trend of customer centricity. Social media posts must showcase the added value of your services for the needs of your customer. The posts must activate your customer and guide them to you. They must boost your operational success. The simple “Copy & Paste” of a press release to social communication does not do any justice.
Inspire customer-related areas to be actively involved!
I recently saw a video of a company summarising its experience of a trade fair. The managing director spoke in the video. He very plainly described how great the trade fair was and how fantastic their own products are. The word ‘customer’ was not mentioned, there was no direct address. Useful in convincing customers? Why didn’t a sales representative get a chance to speak? The post which a sales representative of another company distributed on behalf of the machine shows that they too have difficulties in social communication: “Hello, I am product x, I can do this and that and I want at last to go to a customer”. Original? Or an attempt to sell a slow seller? The times when only the executive board and communication department communicated on behalf of the company via public channels are long gone with social media. The majority of customer-oriented employees is constantly online, liking or commenting on posts or posting themselves. This makes extremely good sense. After all, they know the needs of the customers best. In order to use this expertise advantageously in customer communication, it is still necessary to train the customer-oriented employees as company and brand ambassadors in social media: Make the employees curious and encourage them to engage in active learning. Teach the trainees and allow them to implement in practice. Encourage and support the implementers and turn them into experts. Challenge and develop the experts so that they address your customers with an activating effect and communicate added value as needed.
Social communication is a cultural learning process. Appreciate your staff!
The style of play of social communication is big, the success of a post is difficult to predict. If said machine was sold after the sales representative’s post, this post achieved its objective. Perhaps this did not succeed and the approach and wording of the post do not correspond to the defined style of the customer communication, which the company’s marketing and communication department predefines. In order to draw the correct conclusions for accurate follow-up measures, the experiences gained in the social channels must be evaluated regularly: what would be the right approach for customer communication in social media and how do all parties implement this correctly! In order to be successful, you must develop and actively support your employees in this cultural learning and change process. Give your employees enough freedom to try out new things. Trust them and let them make mistakes. Appreciate them. Along the path to practised professionalisation stay true to the words of the cultural change expert Sebastian Purps-Pardigol: The greater the rise of digitisation, the greater the human touch we need!
My skills for your success (selection):
- 25 years of experience in marketing, coporate communication, brand management and investor relations
- Over 1,500 projects for strengthening operational business activities and increasing customer centricity
- Over 1,000 projects for enhancing corporate identity internally and externally
You have questions about my offer or a specific requirement? I am happy to help you and look forward to hearing from you.