Another way companies can make a positive impression on customers is to use social media to advertise sales or promotions – and provide discount codes to their social media followers.
“We connect with our current customer base by offering our newsletter subscribers exclusive JUST4ME discounts,” says Claudia Montez, founder of Isabelle Grace Jewelry. “Every week, we put one of our pieces on a special JUST4ME discount and advertise it in our newsletter and to our social media followers,” she says. “Not only has this resulted in new purchases from existing customers, but it has also helped us really grow our social media and newsletter following!”
3. Use social media to turn a neutral or negative experience into a positive one. “From a customer service point of view, it is important to acknowledge each and every customer's point of view [or comment], even if we disagree with it,” says Prantik Mazumdar, managing partner, Happy Marketer. “On social media, if a brand publicly acknowledges someone, half the battle is already won since every customer rightfully demands your attention.”
“If a customer tweets something nasty about your company, view it as an opportunity rather than an insult,” says Gina Broom, marketing assistant, Affilorama, an affiliate marketing training portal. “Let them know you're sorry they've had this experience, and ask how you can help them have a better one,” she advises. “This will douse the fire, demonstrate that you care about quality experiences for customers and potentially even save your relationship with an existing customer.”
“When you're faced with negative reviews on social media, apologize publicly and follow up privately,” says Adi Bittan, cofounder and CEO of OwnerListens, a customer service app. “Your apology to the original post lets viewers know you're addressing the issue, and [the] followup makes your response more personal for the customer.”
4. Use social media to highlight your customers. Use social media to “spotlight customers who have done cool and interesting things with your product or service,” says Rani Mani, director, customer success and social strategy at Adobe. “Not only does it shine a spotlight on your customers, but it humanizes what you are offering the world. Lead with the success of the person and make it secondary that some of that success was powered by your company,” she says. “The public is inspired by stories and the people behind those stories. So make it a point to tell compelling stories about ordinary people who are achieving extraordinary results [with your product or service].”
5. Use social media to get feedback from customers. With social media, feedback about a product or service, the purchasing experience or customer service “can be gathered as simple as tweeting or posting a question about [it on Facebook],” says Levine. “You no longer have to go through the hassles of creating a survey. It’s short and sweet and customers can tweet/comment what their experiences have been.” Though if you go this route, be prepared for negative comments.
Sign up for Computerworld eNewsletters.