Social media usage is on the rise, and it is important to understand the many different ways you can use it. Sure, you can use it for promotion, but it is really secondary to how businesses should be using social media.
I recently read about increasing customer retention using social media in a VentureBeat.com article. It lists 10 ways to help you keep current customers, but I thought it really boils down to three.
Service
Any complaints customers may have should be handled quickly and transparently. If there is a problem, address it. If an apology is necessary, do it and move on. Offer an unsatisfied customer a way to resolve the issue. It is important not to delete any negative comments. Show you are addressing issues. If it is on a public review site, it is important to show that you are responding, and not in a negative way.
Research
By tracking social media, you have your finger on the pulse of what people are saying about your company and your product. Your customers can sometimes help you identify issues you may not have anticipated.
Engagement
Remember the old adage: “The best form of advertising is word of mouth”? Social media is the new word of mouth, with one distinct advantage: Savvy businesses can use it to steer the conversation about their product or service. While it’s not free, it’s cheap and, most importantly, readily available to consumers. Studies have shown that people trust testimonials from other customers more than they trust advertising.
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