Take a look at your Twitter inbox. How many message threads are currently sitting dormant in it? How many of those messages can you point to and positively identify as having been generated and sent to you automatically? How can you tell? Maybe they start with, “thanks for the follow.” Maybe they fail to address you by name (or say it twice in a row). Perhaps they don’t make enough of an effort to probe you for information and get to know you as a consumer or client.
Maybe they don’t have anything to do with your interests or industry at all.
It’s truly unfortunate that these kinds of impersonal social media automation practices have become so common-place. It diminishes the true beauty of developing brand advocacy that characterizes the social economy. As marketers, we want to automate our communication in a way that will produce robust and ongoing engagement with minimal time commitment. As a business, we want to automate our communication in a way that is going to translate into a high ROI. But as consumers, we are also acutely aware of what can be problematic about social media automation.
Socedo incorporates best practices in online customer experience into social media automation because it was designed by marketers. It operates in a way that inherently acknowledges how no two leads/consumers are ever exactly alike. There is nuance among them. Socedo’s use of relevant language provides its users with the ability to expand and navigate their sales funnel much more astutely. Socedo incorporates three best practices for customer nuance in social media automation strategy:
- Communication must be targeted. Generating and converting sales leads through social media tools requires that they be used to start relevant conversations with relevant consumers. You don’t want to be wasting your time (or others’) engaging with an audience that doesn’t care about what you have to sell or say. You want leads that see the value in your proposition and will further the conversation. You want to target your communication at individuals and organizations that will both consume and advocate well past the initial point of sale. Socedo identifies relevant prospects and starts that conversation flowing.
- DMs must be personal. Consumers want authenticity. As Mark Landiak, CEO of Corporate Dynamics Inc. states in his book, “Customer Service Isn’t A Department… It’s You!”, customer service begins with the individual taking on accountability for the interaction.” Personal and authentic customer engagement requires a personal and authentic sense of accountability throughout the customer interaction. Socedo does this through using personal language that is identifiable to each consumer.
- Your communication must be a conversation, not a lecture. Your social media automation strategy should progress a conversation at a pace that is comfortable and conducive to conversion and the creation of brand advocates. Start soft and look to increase the depth of the conversation gradually. Socedo implements a “light-medium-heavy touch model” that generates leads and progresses the consumer conversation at a very natural and non-forced pace.
Michael Janowski is the Marketing and Public Relations Coordinator for Corporate Dynamics Inc., a premier sales and customer service training firm and the developers of the revolutionary Beat Your Best™ sales management coaching process. Michael’s expertise is in social media, branding and public relations. At CDI, he creates mutually valuable business partnerships through mediating virtual conversations between brands and consumers. Michael can be reached at firstname.lastname@example.org.