3 Most Valuable Social Media Customers for Your Business
We live in interesting times. The world has pushed the boundaries of human intellect to places that would have been unimaginable just a century earlier. We have never been more connected with advancements in communications and the Internet, yet we still struggle to integrate new technology as it continues to rapidly evolve.
Every business that hasn’t been able to make social media work them has one of two things in common:
Lack of a real social media strategy (or no strategy, for that matter)
Lack of understanding how their target market is using social media
Both issues are equally toxic to the bottom line and remarkably prevalent considering the social networking craze has long past ‘fad status’ at this point. 91 per cent of adults online use social media regularly so why are any businesses struggling to reach them?
Active vs. Reactive Followers
Shortly after the excitement of a flood of new followers wears off, the realization that they aren’t all terribly excited hits you. It’s perfectly reasonable to wonder why some people will “like” your Facebook page or follow you on Twitter without ever showing any sign of true engagement or excitement towards your brand.
You are not alone.
There is a technical answer and a non-technical answer here. One technical reason would be your posts are not showing up in people’s news feeds on Facebook due to their algorithm and desire for you to purchase paid advertising. Another technical reason you might not be getting much love from your fans could be because some of the people who ‘like’ your page have a lot of friends and pages they have liked, resulting in digital clutter.
The non-technical answer is much more simple: some people are more “reactive” when it comes to social media, meaning they come in, poke around and only really interact with things or people that are speaking directly to them. Does this mean they are a worthless connection? Absolutely not, but you need to recognize what type of online customer they are before you can fully leverage them for your business.
3 Types of Social Media Customers to Pay Attention To
There are many types of social media users, however these three are the ones that you are most likely to engage online.
1. THE CONNECTOR – If you have ever read The Tipping Point by Malcolm Gladwell, you already know that a connector is someone whose very nature is connecting people with each other. Think about your circle of friends for a moment. How many of your friends did you meet because of one person? Those are the connectors.
When connectors use social media they treat it like their little black book they had in the days before cell phones and computers. These people view social media simply as another way to communicate (like email). They fully realize the value of staying connected with people online but that doesn’t mean they are sending messages on LinkedIn every other day checking up on each connection. They reach out to their connections when it makes sense and when there is an obvious purpose that isn’t wasting anyone’s time.
Connectors aren’t always the ones that buy your products but they frequently make powerful referral partners. By using their networks and the power of third party credibility, these types of people can become major allies!
2. BRAND AMBASSADORS – Yes, this is that small percentage of people who have positive experiences and actually talk about it. Brand ambassadors on social media are wonderful because they are the ones who ‘like’ and comment on most posts and are proud to discuss companies they admire.
As wonderful as these people might be, they are the same ones that can become quite the thorn in your side when they have a bad experience because they aren’t shy to talk about it. The smart thing to do is see the positive in this type of user since they can become an ally with a small positive experience.
You will inevitably have a less-than-stellar customer experience once in a while but thankfully stats have shown 83 per cent of people who complained on Twitter loved the response from those companies that did make the effort. Start looking at online complaints as an opportunity for prospects to see how tactfully you handle problems with customers.
3. MOBILE ADVOCATES – These people are constantly connected and are on top of the digital game. They look up reviews of products on their phone (sometimes even while in the store) to help them make purchases. These people very deeply understand how the web and modern digital tools empower them as a buyer and use them to their full advantage.
It has been shown that 9/10 mobile searches lead to action, with over half leading to purchase. These people are some of your best online customers but they are only as loyal as you are to your standard of quality. If you think this group of people is a small one, don’t kid yourself. 61 per cent of global Internet users research products online before purchasing.
The social media world can be complicated or extremely simple, depending on how you look at it. It’s not as simple as a well-placed Yellow Pages ad anymore but if you play your cards right, it could be even better than a primetime TV commercial.
It’s time to evolve or get left behind.
Melonie Dodaro, of TopDogSocialMedia.com, helps professionals use social media marketing to boost their visibility; attract new customers and increase revenue. Dubbed by the media as Canada’s No. 1 LinkedIn expert and social media strategist, she’s also a highly sought after speaker and trainer.
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