Online conversations, a rough diamond for brands
Thanks to social commerce, many brands are gathering a large amount of content generated by users through online opinions, either on the company’s own website or through social networks such as Facebook or Twitter, thus obtaining valuable information about what that your customers think about your products, brands and services. Despite this, many brands still do not know how to take advantage of this information effectively.
Step 1: Analyze the information obtained
- The data obtained from users’ online social activity can be a simple barometer for brands, who can simply monitor the positive and negative comments provided by the users.
- Trademarks can classify this qualitative information and create a data collection based on the opinions issued by verified clients, which has a quantitative value and allows a quick analysis.
- If there is a problem with a product or service , companies can take advantage of real-time interaction to respond to customers individually and solve the problem quickly, preventing possible crisis situations.
Step 2: Promote interaction
- Internet, and particularly social networks, offer immediate and simple channels of communication that allow a direct line of communication between brands, consumers and potential clients that can benefit companies. For example, “the brand” can respond personally to customers and can thank in real time for their positive opinions, tweets or photographs. This form of social communication shows that there is a “human touch” behind the brand, which means receptivity and interest in the contributions of its customers and generates a good predisposition of them.
- Encourage productive communication, providing a platform for clients and potential customers to exchange information between them. In that case, it is also appropriate to be interactive and join the conversation. Social commerce can be used for the brand to answer questions from its consumers and also to connect people who have already bought their products. This not only helps consumers solve their possible doubts, but also helps companies better understand the weaknesses in the buying process.
Step 3: Integrate social commerce into company strategy
- Take advantage of user-generated content in social commerce For example, including positive and negative comments in marketing material can help make it more complete. Likewise, the information obtained can be useful to know the areas that require greater development within the company.
- Get even further into the online social ecosystem by integrating the content your users are generating with Facebook, Twitter, Linkedin or Pinterest. This allows brands to help their customers and potential customers no matter where they are. For a more sophisticated strategy you can follow these links and see where and how many times the content has been shared, which allows for better communications and thanks to “fans”.
- Data obtained from social commerce can be analyzed independently, adapting the form to each business. But to go one step further, this data can be integrated with CRM and other data aggregator systems. In this way, a company can use social content to benefit not only sales departments, but also marketing, customer service and technical support.
Understanding and using these tips in the way that best suits each business will allow them to take advantage of social commerce, demonstrating to the company as a whole the value of digital and social activity. In addition, a strong social commerce strategy helps companies to better attract and understand their customers, which leads to improved shopping experience and, consequently, increases sales and loyalty.