Social media has revolutionised brands’ ability to engage with consumers in real time, but it’s frustrating to see many companies applying ‘old media’ techniques to a new media environment. Unlike advertising, it’s not about having the ability to broadcast the same message to many people, which a cursory look at Twitter and Facebook reveals to be the approach taken by many corporations. Where its greatest value lies is in being a listening device.
Never before have brand owners been able to eavesdrop so effectively. By using some fairly simple online tools, you can hear the genuine, unfettered views of your consumers (and potential consumers) about your brand and your competitors. Unlike a focus group, social media lends itself to authentic conversations among friends which, while some of it might make uncomfortable reading, is priceless information for a switched-on, customer-focused brand owner. Used in the right way it can grow sales, drive innovation, build brand awareness, reduce customer service costs and improve your marketing effectiveness.
We’ve been running the social media function for number one false lash brand Eylure for six months and already the client is reaping the benefits of monitoring and responding appropriately to online chat about the brand. We create and disseminate content in response to the most commonly-asked questions from consumers, including how to create key looks and tips for applying lashes properly. In our experience, such content is more likely to be shared by consumers, prompting further discussion about the brand and therefore creating a virtuous circle. As a result, positive mentions of the brand are growing month-on-month while negative comment has dwindled to almost nothing.
Having established a highly effective and responsive listening process and gone some way to building an online community, we are now consulting consumers about some key developments for the brand. It’s encouraging to know that our engagement programme is already reaping returns, as we’re seeing a clear correlation between social media discussion of particular product lines and resulting sales spikes.
So, before you set up your Twitter feed or Facebook page, open your ears.
