As a part of a special series to help launch Duct Tape Selling we’ve asked the marketing experts at many of the valuable resources mentioned in the new book to teach us a thing or two about selling. Sprout Social is mentioned in chapter 1 – Listen Perceptively. Enjoy the below post from Andrew Caravella, VP of Marketing from Sprout Social.
Customers of all kinds often turn to Twitter to reach out to their favorite businesses with questions, compliments and complaints. Once your business establishes a Twitter presence, you have an opportunity – and an obligation – to market your brand to your followers. While it may seem intuitive for a business like yours to engage with customers within the social sphere, in reality, it happens less often than you might expect. The truth is only 20% of social messages requiring attention are answered. Consider that stat for a moment…imagine calling your favorite local business only to have them pick up just one out of every five times? What impact would that have on your affinity for the business and how would it affect your likelihood to engage or buy their product? Exactly.
Each month, an average business receives 60 brand tweets warranting a response for every 1000 followers they have. These customer-initiated messages can be on a range of topics: to share a positive experience, to lodge a complaint, to ask a service-related question or to gleefully share a purchase. Whether you receive one message a minute or one message a month is not as important as how you address each social interaction.
As people reach out to your business on Twitter, whether a team of one or many, you must plan ahead and have a strategy in place to proactively and reactively manage this important channel. While many brands have laid the groundwork by creating handles, staffing social teams and starting to utilize technology and tools that help attract new audiences, opportunity abounds when it comes to proactive and ongoing engagement. To help with that process, I’ve outlined a few tips to get you started.
Tip One: Know your social customer
The end customer experience should drive all your social strategy and content – therefore it is important to understand your social customer’s habits. Those habits will inform your social strategy so you can anticipate content they’ll share, questions they’ll ask and when they’ll want to interact with you. Let’s be honest, the tone and timing of your tweets is going to be a lot different if your audience is comprised of “Beliebers” rather than baby boomers.
Tip Two: Set Some Parameters
Just because social media is a less-formal medium of communication doesn’t mean it should be a free-for-all. To ensure growth and improvement of your Twitter presence, set specific goals that align with your greater business strategy. Determine what social success looks like for your brand and build objectives around that. As an example, if you use Twitter as a customer service channel, metrics like response times and response rates should be monitored and measured.
Tip Three: Be Authentic
So what does a great tweet look like? While there is no formula for the perfect tweet, it should always be one thing – authentic. Ensure each tweet is true to your business, your customer and the medium. Avoid “marketing speak” and speak to your customers like they are your best friends and maybe that is what they’ll become.
For more in depth information on these tips, including specific advice for responding to negative tweets and a checklist for building and managing your Twitter community, download Sprout Social’s free Starter Guide to Building & Managing Your Twitter Community. Remember that each Tweet is an incredible opportunity to resolve an issue, delight a customer or even create a brand advocate.