Why it Pays for Brands to be Responsive on Social Media
Recently, we have seen a lot of social media missteps and a lot of brands getting bad media coverage because of them. It seems to have stirred up a bit of apprehensiveness towards being really responsive on social media and engaging with customers. Some people feel it’s just too easy to make a mistake and that risk isn’t worth the reward; however, I am a big proponent for social media and engagement, so I thought I’d expand upon why it’s so important for your brand.
It Increases Brand Loyalty
Just the other day, I experienced really great engagement from a company I only know little of. This past Sunday, I raced in the Ironman Florida 70.3 triathlon. For those of you who are not triathletes, I should mention that we’re a fickle bunch completely obsessed with the latest in nutrition, gear, and recovery methods. For those of you who are triathletes, well you already know what I’m talking about (and you’re probably online reading the latest gear reviews).
Well, after the race, I plopped down on my couch with a general achiness and a large desire for a NormaTec Recovery System. Since my phone is never too far from my side, I tweeted out my wish expecting nothing but it to float off into the twitter abyss. To my surprise though, NormaTec replied! As dorky as this may be, I felt SO COOL that this premier, niche company paid attention to little ol’ me, a non-professional only semi-decent triathlete. Here’s what the exchange looked like:
Now, there are other (cheaper) providers for recovery systems, but admittedly I won’t buy from them after having this exchange. Why? Simply, NormaTec made me feel special.
It Increases Purchase Intent & Product Sentiment
In an article out today from Inc.com, Column Five Media created an infographic surrounding how customers reward responsive brands. Survey data from Bazaarvoice shows that a customer’s intent to purchase is increased by 186% when brands respond with “guiding explanations” and they have a 157% increase in product sentiment.
It Increases Customer Participation
Once brands start responding and participating in the social media conversation, more customers and advocates also participate and let’s face it, you basically build your very own outside sales and marketing team. According to an infographic by offerpop, 74% of consumers now rely on their social networks to guide their purchasing decisions. This statistic proves just how important it is to have your customers talking about your brand on social media. And how do you get them to do that? Be engaging and responsive!
