Facebook is all set to launch Community Actions, an interactive News Feed petition feature, that will allow users to support political and social causes that matter to them.
With Community Actions, people can unite and demand a change from government agencies, local representatives and national elected officials. Apart from adding a description, title, and picture, users can also tag decision-making officials in their Community Action, who’d then be notified of the petition. You can hit the ‘support’ button to back a Community Action created by someone else and contribute to the discussion feed by leaving comments, organizing ‘call your rep’ campaigns, creating fundraisers and planning events related to the cause. While you can see the total number of supporters a Community Action has, you can only see the names of your friends, or public figures.
The social network wants Community Actions to act as a one-click tool for driving specific government activities, instead of a slew of arbitrary causes. Unlike Change.org and other popular petition platforms, a user doesn’t have to endure a third-party registration process to show their support, and connect with like-minded individuals.
“Building informed and civically engaged communities is at the core of Facebook’s mission,” a Facebook spokesperson explained in a TechCrunch statement, “Every day, people come together on Facebook to advocate for causes they care about, including by contacting their elected officials, launching a fundraiser, or starting a group. Through these and other tools, we have seen people marshal support for and get results on issues that matter to them. Community Action is another way for people to advocate for changes in their communities and partner with elected officials and government agencies on solutions.”
The Community Action launch comes after the introduction of other civic-minded Facebook features, such as Town Hall for evaluating politicians, Community Help for post-disaster assistance and Today In for local news. While all these features and tool are designed to inspire positive expression, they can easily be subverted for misinformation and polarization. In order to prevent vocal interest groups from using the Community Action to further their fringe agendas, Facebook will be setting up a dedicated moderation team, alongside a combination of proactive algorithmic detection and user flagging.
Since the platform wants to prioritize local Actions, where community members are the primary stakeholders, users will be assigned ‘constituent badges’ so the elected officials don’t confuse them with distant rabble-rousers. As a result, you cannot tag President Donald Trump or Vice President Mike Pence in your Community Actions.
While the initial tests resulted in a negligible amount of troubles, Facebook will be focusing on evolving the Action feature to curb emergent behaviors without jeopardizing user experience. After all, with open access, the biggest challenge is weeding out the troublemakers looking to divide the masses.
In conclusion, the new feature provides an excellent opportunity for citizens to come together in favor of social issues they feel strongly about and peacefully present their collective viewpoint in front of a governing body. As long as the moderators know where to draw the line, Community Actions has the potential to become the next big thing for people who believe in capitalizing on the mob effect for societal progress. The feature was rolled out to the U.S. audience on Monday and will slowly make its way into the hand of users from other parts of the world.
An estimated 2.77 billion people will use social media across the globe in 2019. That’s a massive audience right at your fingertips. If your business isn’t already on the social media bandwagon, it’s time to hop on.
But even if you’re active on your social accounts, that doesn’t mean that you’re using them optimally. Tracking your posts using analytics tools can help you figure out what you’re doing right, what’s not working and what could work for your business.
In the crowded world of social media, you need the right tools to narrow your focus and improve your performance.
Breaking Through the Noise
Analytics can give you a lot of data about your social media accounts. It’s easy to get overwhelmed and bogged down by all of this data. In reality, you may be tracking data that you don’t necessarily need.
It’s important to understand which metrics matter to you.
Along with your own accounts, you may also want to track and analyze the competition. Different tools will also give you different capabilities. It’s important to break through all of the noise and focus on what matters. Every analytics tool will help you measure your popularity on social media (likes, comments, follows, etc.), but a business may require more in-depth information, such as:
The quality of your followers
Likelihood of followers becoming first- time or repeat customers
Narrowing your focus and understanding which metrics matter will help you better track your success on social media.
Why It’s Important to Track Social Media Posts in 2019
Social media has become a way of life for most people. In 2019 especially, there will also be more competition than ever on social platforms. If you’re not tracking your posts, you’ll have no way of measuring your success and failures.
Analyze the Success of Your Posts
It’s important to understand the impact of your posts when it comes to engagement, follower increases and website visits. Some posts may resonate with your followers more, which can funnel more traffic to your website and ultimately increase your bottom line.
Let’s say that you were lawyer who specialized in personal injury. Maybe you share a post on Facebook talking about how 250,000 people die each year due to medical mistakes. That post gets 100 likes, 25 comments and about 4 shares. Then, you write another post discussing how more American women are dying during pregnancy and childbirth. The second post gets double the likes, comments and shares. Maybe it was because the post was controversial. Maybe it was because you had more female followers. In either case, you now know that these types of posts resonate with your audience. You now know a little bit more about your followers.
Analyze the Quality of Your Followers
By analyzing your followers and their followers, you can get a better understanding of the quality of your following as a whole. Are they active and engaged, or are they casual followers who probably won’t take the next step in the sales cycle?
Save Time and Improve Your ROI
Tracking your social media posts will help you save time and improve your ROI. Understanding the success of your posts will help you create successful content instead of wasting time on content your audience doesn’t want to see. By posting more of the right types of content, you can improve your overall return on investment through increased sales and brand awareness.
In today’s technologically advancing world, social media is transforming the way we share news and information. More than 300 million people spend at least 5 hours every day on different social networking platforms, including Facebook, Twitter, Pinterest, Youtube and Instagram.
In addition to staying in touch with their friends, family, and professional contacts, people are also using these social media platforms to shed light on pressing global issues of climate change, biodiversity loss and food security.
While the preliminary studies on climate change communication have been centered around traditional media, for example, news coverage of pro-environmental drives and campaigns, a recent Oxford study found that researchers are more interested in probing into the contribution of social media platforms, such as Facebook and Twitter.
The Role of Experiential Cognitive Processing
Social media promotes a greater understanding of climate change, by providing a space for everyone—from scientists, journalists, and policymakers to academicians, activists, and ordinary citizens—to discuss their concerns about the environment. Since climate change can be an abstract topic, it’s difficult for most people to psychologically connect with the issue, especially, when they’re not offered information in a more personalizing way. According to experiential cognitive processing, people are more likely to engage with content that’s relatable and appeals to their emotional quotient. For example, a 2014 study found that when people correlate weather-related events, like rising temperatures, with climate change, they have a greater chance of perceiving risks and mobilizing prevention measures.
On social media platforms, your feed is curated with news stories, images, or videos that filter through friends, people you may know, or brands you follow. Most of this information aligns with your interests and offers a personal context. Therefore, platforms like Facebook and Twitter are effective for creating a grassroots movement around climate change.
With social media, you can also examine the exact opinions—positive or negative— people have about climate change, in an addition to how they frame the overall issue. For example, a comprehensive analysis of Twitter posts from across the globe revealed that people speak negatively about natural disasters, climate bills, and oil drills, but sound very positive when discussing climate rallies or book releases and green ideas. Not only this, most Twitter users from the United Kingdom, Australia and Canada are skeptical about ‘global warming’ and refer to it as scientific fraud, political scam or a hoax.
Social media supports all kinds of perspectives and viewpoints when it comes to societal issues—some of them held more strongly than the others. With appropriate sentimental analysis of social media posts talking about climate change, researchers are able to gauge public consensus, develop counter-response strategies, and optimize their awareness plans.
Tracking Search Volume
In 2015, Maurice Lineman and his colleagues set out to analyze compare the search volume for both global warming and climate change and how they increased/decreased over time. According to their findings, there was a significant spike in the search volumes during well-known media events, like, the release of Inconvenient Truth (a 2006 American film) or the International Governmental Panel on Climate Change for the Nobel Peace Prize. On a related note, there are more Twitter discussions about climate change during the coverage of specific weather events or news stories.
Government organization can use this information to build credibility, shape opinions about climate change, and disseminate risk-based messages.
Bridging The Knowledge Gap
The widespread use of internet chat rooms and discussion boards has greatly reduced the knowledge gap, allowing individuals from all walks of life, including socioeconomic status and educational background, to come together and learn more about climate change. For example, Twitter streams about important climate change events, like the 2009 Fifteenth Session of the Conference of the Parties, were easily identifiable through hashtags and became “long-running epistemic communities” around climate change. Apart from providing a space for knowledgeable debate, cognitive processing or reasoned reflection, social media also encourages people to seek out more information about the topic at hand. A 2009 research successfully linked Internet use to the likelihood of an individual exploring other avenues to learn more about a snippet of information they come across.
Additionally, another study showed that frequent use of internet outlets, including social media, resulted in the adoption of more political behaviors and policy changes linked to climate change.
Following the acquittal of George Zimmerman for fatally shooting 17-year-old Trayvon Martin in 2013, activists and members of the American black community took to the streets in protest, in addition to using #BlackLivesMatter as an outlet to air their frustration on social media. According to the Pew Research Center, the hashtag has been mentioned in public tweets nearly 30 million times (as of May’18) to start a discussion around race-related issues, especially, police brutality. In the long run, #BlackLivesMatter helped in the removal of the Confederate flag in South Carolina capitol (that was eventually removed), prompted the federal investigation of potentially unfair police practices in Ferguson, and pushed the Democratic presidential candidates to introduce policies for the betterment of black people in the country.
The rise of #BlackLivesMatter, along with #MeToo and #MAGA in recent times has sparked widespread debate on the effectiveness of using social media platforms for social activism, and political engagement.
For users belonging to a certain ethnicity and/or race, social media can be particularly helpful in developing and driving sustained movements for social change. For example, approximately half of black social media users agree that platforms like Facebook and Twitter are somewhat important, as they provide a space for the underrepresented masses to express their political views and get involved with issues that matter to them. “People who are tweeting or liking things on Facebook are also participating in marches,” she said.
“What’s so interesting and so meaningful about social media and social movements is just how quickly people can mobilize through social media,” explains Rachel Einwohner, professor of Sociology at the Purdue University, “People who are tweeting or liking things on Facebook are also participating in marches. They’re also having face to face conversations with [their] neighbors, and calling their congressmen.” In today’s society, where people of color are overlooked by the majority of our political institutions, social media encourages them to use their voice.
Cliff Lampe, a Stanford assistant professor who studies the impact of online communities and social media on our society found that social media users, who are not necessarily activists, are able to use these platforms to encounter a diverse set of opinions and beliefs on any given subject. “That is why Facebook is so important for observers,” he says, “Facebook has a heterogeneous population, which means the newsfeeds are flooded with different viewpoints.”
Additionally, social media has also made it possible for people to share ideas, learnings and theories using just a few taps. “Activists have used communication technology for a long time,” Lampe clarifies, “Before, they used to use flyers and posters. Now, with social media, the costs of space and time are less.”
In the last five years, the usage of #BlackLivesMatter has experienced periodical spike during significant events, like, the death of Eric Garner (July 2014), Michael Brown (August 2014), and Freddie Gray (2015) as a direct result of police brutality. “Hashtags very shortly summarize the community’s goals,” says Alicia Garza, one of the three African American women who created the #BlackLivesMatter movement, “It helps people to identify a cohesive group and identify their parameters.”
Overall, 69% of Americans consider social media to be a useful medium to get the attention of politicians and decision-makers, however, 77% also feel that these platforms often distract the public from issues that actually worth focussing on.
Regardless, one thing is clear: Social media has allowed people from different walks of life to come together and share information with people who are not active participants in their movements. Not only this, it is now easier for the general populace to hold their policymakers accountable and demand a better world to live in.
They say ‘if you keep doing the same thing, you’ll keep getting the same results’, and rightly so. Most businesses today continue to follow the traditional method of carrying out day-to-day operations to retain old customers and bleakly attract new ones. Relying on word-of-mouth for marketing is not enough. Just like a physical store needs a pleasant visual appearance, referral discounts, loyalty programs, membership perks, supply security, and high-quality products, in addition to great customer service to increase walk-in customers—your brand needs a sustainable lead generation strategy to increase bottom-line. Back in the day, cold calling and leveraging print media would do the trick, however, this was then.
Who would have thought that the dawn of social media will bring an effectual tan into the skin of marketing by allowing businesses to tap into an uncharted audience?
Accounting firms have had little to do with technology as far as their business development is concerned, however, social media platforms have helped them ten-fold in finding new customers. Having a website is only as good as having an online brochure, and a blog is surely an effective way to establish your brand as an expert, but unless you establish a dedicated follower-ship, it may or may not provide you with a desirable outcome.
While the opportunity competition is cut-throat and attracting new customers can be challenging, social media platforms offer a sigh in relief, as long as you are able to discover the right combination of content and placement. For example, a blog may bore the audience on Instagram but can stir applaud on LinkedIn.
Approaching clients on Facebook: An ideal way to generate leads is through organizing contests in combination with landing pages. The barter for a free-trial period or an additional service also helps accounting firms get contacts of prospective clients, having won a chance to perform and further secure a lead into a client. You can add contact forms within an ad, to request contact information of the people who click on these ads.
Approaching clients on LinkedIn: LinkedIn is the most professional way to find contacts from the same field and make new connections. It’s easier to approach people on LinkedIn for collaborations, jobs, or offer services that you think they may be looking for. Accounting firms can post relative content to stay relevant and engage with prospects by asking for their feedback on such articles. One may also engage in discussions and give expert opinions freely to attract attention on LinkedIn. Using advanced search feature also helps you trim down the right people based on company, seniority level, or function. LinkedIn has a lead generation feature that helps you generate leads through ad campaigns. LinkedIn Lead Gen forms in tandem with sponsored content help generate the right quality of leads in abundance.
Approaching clients on Instagram: Instagram is more visual-first than other platforms, allowing you to use images and videos to gain the visual attention of the online audience. The content is cut to suit the requirements of young entrepreneurs online and connect them with you for mutual symbiosis. Hashtags also help you connect with people who share similar interest and bring people of the same feather under one roof.
The possibilities are endless—drive prospective leads to your website, urge potential customers to visit your blog. Not only this, connect on the daily with your existing audience or communicate easily with your clientele for a lasting relationship. As long as your posts fall under the fulcrum of AIDA, the results are bound to follow. From drawing ‘Attention’ to creating ‘Interest’, furthering ‘Desire’, and ultimately pushing the lead to initiate an Action, is perhaps why these platforms have been such a hit when it comes to lead generation.
Social media is essential for business professionals, and while every platform has its own unique content options, we’re seeing a lot of business professionals posting reviews on social media. Of course, if every post is a review, this will turn a lot of people away.
But when done right, posting reviews on social media can be very beneficial for a business:
Reviews Build a Lot of Trust Among Potential Consumers and Clients
If you think that reviews are not powerful, you’re completely wrong. The statistics are not in your favor as 90% of consumers will read reviews about a business online before going to the business.
Just think of all the times you look up reviews of a local business or restaurant.
If the eatery you wanted to visit had a one-star rating, or even a two- or three-star rating, chances are that you would choose to bring your business elsewhere. Reviews help build trust among potential customers and clients because no one wants to waste their money on a product or service that is subpar.
When a business has received a lot of rave reviews, you’ll find that consumers trust them more and will give them their business.
And sure, there will be times when the customer isn’t happy and the reviews were wrong for this customer, but reviews will still help get consumers through their doors. If for no other reason, businesses should be posting reviews on social media to build trust.
Fill in Posts When Nothing Else is Going On
Sometimes, business professionals have nothing to say or contribute. Allowing a social media profile to go dormant is asking to lose a lot of followers. We’re seeing a lot of professionals starting to post reviews on their social media accounts.
And while you want to keep these posts sparse, they’re definitely going to help build trust among potential clients.
The Facebook page for Keller Law Offices has a lot of great posts, many linking back to their blog posts, but we’re also seeing a 5-star review from Jeff, Pam and Alex.
While I would have liked to see text along with the rating to further build trust and credibility, the posts show that there are others that are very satisfied with the services the firm has to offer.
Show Local Traction for the Business
Reviews, when the location of the consumer is known, can be proof that there is local traction for a business. Let’s assume that Jeff from the example above is from St. Louis. In this case, a person from St. Louis may see the post on social media and feel that the business is more credible.
If you have a picture of the person reviewing the business, this makes the review even stronger.
Imagine going to work with a lawyer, and then you see that your neighbor, whom you know and trust, left a review of the company. This is almost as good as a referral, and it will help drive sales for businesses on all social media platforms.
For the millennial generation, people who are spontaneous and are susceptible to impulsive buying, having access to online shopping apps on your phone can be a game-changer. Additionally, with targeted sponsored advertisements on social media platforms becoming commonplace, users are constantly being introduced to new products or services that align closely with their interests.
On Facebook alone, 5.4 Billion ads are served to users per day, which brings us to the more important question: Who actually verifies these sellers and the products they offer?
If sources were to be holding true, there have been umpteen complaints against fraud sellers predominantly from China and other Asian regions who misuse the might of social media and bait innocent buyers with dummy product pictures, only to deliver the substandard replica, leading to disappointment and negative customer buying experience. The brunt of the entire process is shared by the websites and apps where these products were listed for sale – including Facebook, Amazon, and Instagram.
Time and again, the platforms in question have introduced corrective measures to protect their users who frequently make a purchase by following an ad they saw on their newsfeed. However, regardless of the comprehensive selling policies, businesses with shady practices pave their way through making promises that are ‘too good to be true’ in order to lure in as many naive customers as possible.
In order to mitigate the risk of being duped while shopping online, Facebook has continued to revise their advertisement policies for the businesses looking to be recognized as official sellers on the platform. They have also straightened a few checkpoints and introduced warning signals to prevent buyers from making a quick purchase, only to regret it later.
Product quality: Facebook scans the image shared by the seller to ensure that it’s clear in visibility, mentions exact dimensions of the product, and includes a size chart. After all, brands that share blurred images with minimal to zero details are less likely to be trusted, as an average customer would like to know everything they can about the product before purchasing.
Shipping: Facebook prefers listing businesses that provide customers with a realistic shipping time and a comprehensive tracking facility when they place an order. For example, some businesses only specify the ‘dispatch time’ of a product, which is not the same as shipping time.
Customer service: A good customer service is the backbone of any business. Facebook proactively condemns ads run by businesses who fail to list relevant contact information for customers that might need help making a purchase, tracking their order and sharing product feedback. Facebook welcomes the feedback of the buyers to understand and advice better to the seller about the shortcomings of their business. It’s in the light of such sample customer experience, that a brand is able to assess its market position and can ascertain what it needs to do in order to get better, stay relevant, or shine extraordinary.
Inching ahead of these signs, Facebook UK also plans to launch a dedicated “scam ad report” button and set up a team of locally-trusted experts force who’d keep a close watch on ads that raise suspicion. Apart from possessing a deeper understanding of ad trends, these people will be responsible for suggesting measures to safeguard the platform and its users from fraudulent advertisements and businesses behind them.
As Facebook continues to crack down on faulty selling practices, we can only hope that users will have less frustrating ad experiences going forward, as they’re able to avoid businesses that don’t have their customers’ best interests at heart.
Social media, across the globe, has made it significantly easier for people to voice their political opinion, discuss issues that plague the society, cause an uproar around causes that matter, and hold the decision-makers accountable. After playing a crucial role during the Arab Spring, an anti-government uprising in the Middle East against the oppressive regimes, it was quickly heralded as the preferred technology medium for liberation.
According to the growing evidence in favor of civic engagement, when people, especially the youth, use social media to discuss the news, they are more likely to indulge in community building activities, like volunteering and voter registration. However, a Pew Research Center study also found that smartphones and web applications are primarily responsible for the ever-widening partisan divide between different political groups.
In an interview with the BBC broadcast, Barack Obama, the former president of the United States, warned the masses about the ‘different realities’ of being online and the perils of divisive social media use. While he’d in favour of harnessing technology to encourage “multiplicity of voices, and diversity of views,” to find common ground, he warns against content that actively feeds into the current biases most users have. For example, an Australian news story falsely claimed that Anne Ally, the first Muslim woman to be appointed as the MP, refused to lay a wreath on Anzac Day. As the unsubstantiated allegation gained traction and became widely accepted as the alternative truth, hordes of people flooded to Ally’s Facebook to leave racist and sexist remarks.
To make matters even worse, oftentimes, it’s the government authorities themselves who use social media to engage in or instigate harassment of individuals. Last year, Kishorechandra Wangkhem, an Imphal-based cable network employee was arrested for publicly criticising the local government on his Facebook. In posts that were deemed ‘inflammatory’ and ‘unconstitutional’ by the police, he was accused of attempting to “excite disaffection towards the government”.
With more countries criminalizing online discourse, there’s now a greater risk of government officials using their position of power to intimidate critics and deter the common man from exercising their right to free speech.
In the 2016 U.S. election, Russian entities set up fake Facebook pages and created 80,000 posts to influence public sentiment. In the most well-known case of cyberwar, social media was used as an information weapon to divide the American masses.
Without verified transparency, micro-targeting makes way for misleading political campaigns that encourage a virulent discourse without any positive outcome. Ultimately, democracy suffers because foreign interference makes it harder for people to hold leaders accountable for their own words.
Creation of Echo Chambers
According to a recent Reuters’ report, 44% of people who use social media to follow the news encounter stories from both the right and the left, however, the important question is —how do they respond when presented with differing viewpoints? Do they listen, ignore, or go as far as to block them?
As sentient beings, we’re naturally wired to seek out data that validates our personal beliefs. A phenomenon that the social scientists call confirmation bias, most social media users reject information that undermines their preferred narrative. Therefore, while micro-blogging platforms like Facebook and Twitter introduced us to a more diverse range of opinions, contending with congenital human instincts can be hard and can further drive people apart.
Apart from foreign meddling, hate speech and misinformation making headlines, social media can also extensively distort a policymaker’s judgment of the public opinion. Most social media platforms have users from different walks of life, but not all of them are represented equally in public political dialogue.
Facebook predicts that almost 87% of government bodies around the world have a social media presence, which they actively utilize for listening and responding to their constituents. If politicians and other decision-making bodies mistake the opinions of a few with the opinions of the many, the best interests of the vulnerable populace and minorities take the backseat.
With the fringe groups gaining more mainstream attention, the convergence of democracy and social might not seem like a good idea after all. For example, the organizers of the infamous white nationalist rally in Charlottesville used social media groups and pages to increase their attendance. In a statement to Newsweek, Facebook admitted to using a combination of technology and human involvement to “root out extremist content and hate organizations from [their] platform”.
If there’s one fundamental truth about social media’s impact on democracy it’s that it amplifies human intent — both good and bad.
As social media unleashes a new wave of latent civic energy, by making it easy for people to voice their opinion or connect with a local representative, we’re now faced with the challenge of putting power into the right hands. Regardless, we must remember the fundamental truth about the impact of social media on governance and democracy: It amplifies both positive and negative human intent. As a result, we have the moral duty to learn more about how social media communities affect political discourse, and ensure that they’re as reliable, approachable and representative as possible.
Finding clever ways to promote your products on social media can be quite tricky. No matter how much you test it, you can never know how well a certain marketing strategy will perform. Nowadays, online shoppers are very skeptic and do a lot of online research before buying something from a brand they haven’t previously heard of. As a business owner, it’s not enough to simply place your product on the market. You must build trust with your audience as well.
However, a clever way to promote your business is to start turning reviews into social media posts. Know that nearly all of your potential customers will read online reviews in order to determine the quality of your products and services. So, why not bring the reviews to them? Here are some of the ways you can use reviews to promote your business on social media.
Find a Good Review
Your first step is to find an online review that promotes your products and services. You can experience a tremendous amount of business growth by using reviews to your advantage, so be careful with the ones you select. Just because someone gave you five stars and wrote one or two sentences saying how what your business offers is great doesn’t mean that you should turn that review into a social media post. Keep in mind not to edit any reviews, but just to use it as it is written. You can add the name of the customer who wrote the review to make it more authentic. In fact, you can even include a photo of this person. Nevertheless, it’s important to ask for their permission before doing this.
Highlight the Best Part
Once you determine which review you’re going to share on social media, you’ll have to decide which part you’re going to highlight as well. Obviously, it would be a bad idea to simply post a link to the review since most people would never bother clicking on something like that. Instead of doing something generic, you can highlight the best part of the review. Make sure that this excerpt promotes your business and the products/services you provide. By giving them something exciting to read, consumers are more likely to become interested in your company.
Include an Image
No matter how beautifully written a certain review is you still need to include an image of the products or services you provide to go along with it. For example, let’s say that you’re selling watches and you’ve noticed one of the best watch reviews you had ever seen for a product you’re selling. If you don’t include an image to go along with that review, consumers likely won’t be interested in the product because they haven’t seen what it looks like. And before you know it, they will scroll down and forget about your post. However, if you include an image and a consumer likes both how the product looks and how it’s described, it might lead to a sale.
Even if your business is doing incredibly well and you constantly keep getting great reviews, you shouldn’t share them too often. In order to keep consumers interested in your brand you will still need to keep posting interesting content as well. Write a few blog posts, share some tips and tricks, and sometimes offer exclusive offers. Doing all of this will help you keep things interesting on social media.
Social media is a great avenue for companies that want to improve their customer service. We see a lot of brands talking to their clients on social media, ensuring that their customers’ concerns and complaints are properly handled.
Nike is a prime example. The company’s customer support Twitter account is there to help customers know when they have updates to their products and to answer questions. But since Twitter’s followers are limited, Nike is dealing with most of their customer service on Facebook.
We’re also seeing AvaCare Medical and other smaller companies use Facebook to answer customer questions and even chat directly with customers.
But the rise of social media as an integral platform for companies to offer customer service has also led to a new trend: appreciation through social media.
Contests Showing Recognition
Customers want to be recognized, and any boost to their social media following is normally welcomed. Mini did this in a really neat way thanks to a user-generated campaign on social media. The company runs a monthly challenge, through photos, where they have fans do wacky things.
And the winner gets a “congratulations” from the company along with their photo posted on the company’s social media account.
The company also showed appreciation for bestfriends.org, an animal society that the company has supported and promoted extensively on its social media accounts.
Companies are thanking their fans when they reach certain milestones, and this may be when a company reaches a certain number of followers or reaches a new sales record. When this happens, a simple “it couldn’t have happened without you” is often posted.
But some companies will also share discounts and new products as a way of saying “thank you.”
Pizza Hut came up with a very clever way to thank their community in 2013, and this was done through a giveaway program. The program revolved around hashtags, primarily the “#LastMinuteLovers” hashtag.
What this hashtag did was allow spouses and significant others who forgot about Valentine’s Day or decided to get gifts last-minute to have one of 24 gifts sent to their partner before the big day.
Of course, not everyone could win, but 24 gifts were awarded, which included a $20 gift card and pizza-scented perfume.
The giveaway helped the struggling chain pick up new followers and make it into the news thanks to their quirky giveaway program.
Control and Product Creation
Sometimes, depending on the niche and company, it’s possible to show appreciation by listening to your customers. We’ve seen companies take polls, and these polls would dictate the items that the company would create next.
This can also be done with software companies or online portals that plan to add new features.
Appreciating your customers’ feedback is a huge benefit to a company, and it will let a company truly give thanks to their customers and social media followers.
When companies acknowledge their followers, whether through discounts, giveaways or even contests, it strengthens a brand’s image and builds a loyal follower base.