Why Do So Many Brands Still Have A Problem With The 'A' Word?
October 18, 2016
There can be a lot of talk in the social space from algorithms, the code that dictates what we see in our News Feeds, to the quality or quantity debate as well as what makes things go viral.
But rarely do I hear people talk about one of the more important tactics that actually resonates and helps to build awareness - and that's acknowledgment - the "A" word.
In the past 8 years (or less) that brands have been using social - some have gotten better with responding to fans socially. Yet there are still too many people going unacknowledged. And with that - could stations be inadvertently creating missed listening occasions?
While responding is just the right thing to do - it's called manners - Twitter recently designed a research study with Applied Marketing Science to help brands understand the power of acknowledgment.
And it should come as no surprise that customers who receive replies are more satisfied with their experience and more willing to recommend the brand.
Just look at the percentage of folks willing to help you increase word of mouth by simply acknowledging them.
44% say they are more likely to share their experiences-both online as well as offline-after receiving a response on Twitter. Further, they are 30% more likely to recommend you:
But here's the key factor:
The fastest responses generate the greatest impact
As Twitter notes, "While any response is better than none, it pays to reply rapidly. When an airline responded to a customer's Tweet in less than six minutes, the customer was willing to pay almost $20 more for that airline in the future."
And it makes sense.
People naturally feel closer to what makes them feel like they matter.
It's time to create a customer service plan.
As we become more connected, the greater the role acknowledgment plays in the audience choosing the brands they invest their time, energy and money into.
Just look at how people feel when they get that social 'tip of the hat.'
Come at social from the audience point of view.
If we're so busy talkingatpeople with our agendas, we're not listening. If we're not listening, we're missing opportunity to bolster word of mouth, and ultimately increase listening.
Each person should feel like they got a personal moment with you.
And once you are true to one person at a time, it shows. It cuts through.
People who care start recognizing that. They want that same acknowledgment.
Many have noted customer service is the new battleground. It's true.
We define our image every day by how we behave in this space.
There's a profound payoff to the intangible exchanges through social. Yet we reap what we sow. And we won't reap loyalty (and listening) if we don't socially invest in the fans.
Reach out to me anytime on Twitter @lorilewis.
Please enjoy MERGE archives here.