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3 types of social media customer advocacy


Get your customers talking about your service on social media.

Get your customers talking about your service on social media.

Many companies launch social media centers to keep up with the growing amount of users trying to talk to brands through Facebook and Twitter. If companies don’t have a social media solution, they could miss out on a number of consumer engagements and public issues could turn negative and snowball without organization involvement.

Social media centers don’t have to stick to defense, however. Instead of just handling problems and answering questions, providing optimal care over popular channels can create a new wave of consumer advocates. Here are three ways customers create positive marketing for businesses on social media:

1. Positive reviews
Most social channels have some way for consumers to rate brand pages. This might be a simple ranking system or a place to leave longer critiques. Companies can’t ignore online reviews on any platform. The 2015 Nielsen report on advertising reactions found that earned content is the third most trusted form of marketing.

After recommendations from friends and family and branded websites, consumers will turn to online review for a source of information they can depend on. A social media center should encourage every person who makes contact to leave a positive review after a great engagement and care agents must do their best to look for complaints before they turn into public ratings.

2. Thank yous
Sometimes a customer will reach out and thank a company for a particular service or if they are delighted by product performance. No matter how a customer chooses to show gratitude, social media centers should search for positive remarks on every channel and share instances of thanks with marketing.

Care agents should be on the lookout for thank yous or other positive messages from certain types of consumers. There are people on social media shown to influence the behaviors of others in specific target audiences. The Center for Media Research said businesses often struggle to identify social media influencers.

Your social media center should track online activity to see if it can spot trends in data that indicate which type of posts receive the most attention. Once companies create personas for target markets they can start looking for thank yous from representatives and sharing them appropriately.

3. Customer testimonials
When a consumer mentions in specifics what they like about a product or service, they not only present a favorable review, but show audiences what results they should expect from a purchase. A customer testimonial allows potential buyers to see how merchandise works for people just like them.

Social media is a great place for customer testimonials because it can host a variety of media. Users can write what they like about the product, post pictures of use or share videos that offer tips and tricks for what audiences can do with a purchase. The Los Angeles Times shared examples of brands that used YouTube celebrities to feature makeup products on makeover tutorials.

Many companies offer promotions that encourage customers to post videos and pictures. A social media center should do its best to collect public postings and other data to provide marketers insight into what incentives would best prompt participation.


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