How to Build the Perfect Communication Between Brand and Customer on Social Media

By Linda Grandes

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Content saturation is something that every marketing expert must contend with. Social media engagement with brands is down. Much of this can be attributed to the sheer volume of branded content the average person is exposed to on any given day. Customers simply scroll past most of the content they see.

In order to truly reach your target audience, you have to stand out. The content you share on social media has to be noteworthy enough to get the attention of your target consumers.

Be Authentic

Audiences today are both impatient and fickle. They’re also very vocal. If they see something that doesn’t resonate as honest, it’s a turn-off. They may not let you know, but they will certainly tell their friends. Your social media presence should never be used as a reason to do things that run counter to your branding.

This isn’t to say that you should take a cookie cutter approach to communication on social media. Each platform is different, and likely contains a slightly different audience. Of course, you should know who you are likely to engage, and make some adjustments. The point is that wherever you communicate, what you say and how you choose to say it, should be authentic.

Create an Exclusive Place for Your Best Customers by Creating a Community

If you can identify a core group of engaged users and brand ambassadors, it may be time to create a social media community. There are many benefits to this including:

  • Establishing an exclusive place for loyal customers
  • Fostering deeper discussions with an among your audience
  • Getting content to your target audience more efficiently and effectively
  • Creating a sense of community
  • Giving a feeling of exclusivity

By creating a user group on Facebook or other social media platform, you also create a focus group of sorts. This is where you can learn what your power users and brand ambassadors are thinking. You can use these social media groups to identify desired features, commonly occurring frustrations, and what you’re doing right.

Be Consistent in Using Social Media as a Customer Support Channel

There are many benefits to using social media for customer support. It allows you to engage customers directly. You can share important information and tips with a wider audience. Perhaps most importantly, it gives you the opportunity to publicly resolve issues a customer may have. People don’t expect brands to be perfect. They do expect them to work hard at resolving issues when they do come up, and to take responsibility when there’s a problem.

The key here is consistency. Too many brands are happy to engage in social media conversations where everything is positive, but not so much when they are faced with negative feedback. So, they shut down the negative conversations and only engage in the positive ones. The problem is that audiences notice this, not just the frustrated customers. If you choose to use social media for customer service, use that option consistently only redirecting conversations offline if they become particularly contentious or abusive.

Ask Questions

It seems simplistic, but one of the best ways is to simply ask your audience open-ended questions. The truth is, people enjoy sharing their thoughts. They appreciate having a platform to do so. You can spark some great conversations on social media by:

  • Asking questions about your products
  • Starting conversations on current issues
  • Getting feedback on events you’ve held

Of course, this is only effective if you’re responsive. The idea is to start conversations, not to simply create a sounding wall.

Share Your Expertise

It’s safe to say that people are following you on social media because they are interested in your products, services, and your expertise. Be very generous with that last one. Share your expertise by:

  • Creating and sharing how to videos.
  • Sharing tutorials or tips and techniques.
  • Writing about your industry and making predictions.
  • Sharing your opinion on current events that impact your business and customers.
  • Answering commonly asked questions.
  • Blogging about your products, services, and industry.

Remember that part of sharing your expertise is prioritizing quality in your content. To earn the trust and respect of your audience, you must consistently post content that is well-written, backed by data, and absolutely accurate. Even seemingly small errors can really cause credibility issues. Professional writing, editing, and proofreading services like Pro Essay Service exist to help you share only the best content with your target audience.

Make it Easy to Share Your Content

The more people you can reach, and the more people who participate in your social media conversations the better. Not only that, but further your content reaches, the more likely you are to enjoy other benefits such as earning credible backlinks.

Make it as easy as you can to share your content across multiple social media channels. Prominently feature social share buttons on your blog posts. Give people incentives to like and share your content. You might even consider using social share tools like Click to Tweet in order to influence social sharing.

Encourage Customers to Share Their Own Content

Effective social media communication doesn’t happen when you’re the only one with a grip on the microphone. You don’t have to lead every conversation. You don’t even have to control every conversation. User-generated content has been proven to be an extremely valuable asset to many brands.

Encourage users to share their stories, pictures, and videos. You can even further engagement through the use of social media contests and hashtag campaigns.

Let People Get to Know You

People want to be familiar with the brands they do business with. They want to know that you share their values and that you care about the things they do. They want to know your brand’s story, and to get to know you as well.

Social media is a great platform for doing this. Use it share your story. Participate in audience-driven AMA sessions on platforms like Reddit. Use live video to give audiences a behind the scenes look at your business. Do you support any causes? Let your audience know what and why.

Final Thoughts

You can accomplish a lot by building great communication with your audience on social media. By creating and taking part in relevant, honest conversations you can build trust and thought leadership, drive traffic to your website, and increase your social media footprint. Each of these things together can lead to more conversions.

Author’s BIO:

Linda is a professional writer and she loves to help students. She has spent the majority of her career in the writing industry, gaining experiences in areas such as editing and writing. Currently, Linda is a blogger at and Head of CD at Linda also enjoys reading books and traveling.

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