Guest post by Hugh Beaulac
More and more marketers use social media as a marketing tactic, and about 83% of B2B marketers are building a social media presence. Brands use social media for a lot of things, and it’s no longer an option. You should realize that posting regularly isn’t enough to stand out from the crowd. Today you need to build an irresistible social media experience for your audience.
Whatever the reason, you must want to grow your revenue, and it depends on your potential customers first. Modern customers are interested in satisfying their needs, and if you can solve their problems, it will increase their purchase decisions. Thus, you need to think about them first.
Should you care about your followers’ comments? The short answer is yes.
And here’s what I mean:
96% of the Internet users who discuss brands online do not follow those brands’ owned profiles. Thus, it’s important to go beyond your own channels and monitor those unbranded conversations in order to gain valuable insights.
Still not convinced? Here comes a list of reasons why you should read your followers’ comments:
1. Understand Them Better
Commenting has become a new form of written communication as it allows people to avoid being interrupted and express their ideas. People write many comments on social media (on private accounts and beyond them), and it can help brands a lot. Tracking social activity can help you better serve customers.
For instance, MailChimp published a post on their Instagram account, and a follower gave a hint: even B2B customers crave for personal benefits.
When you read your customers’ comments, you’re able to understand your followers better. It can become a kind of an audience’s analysis. Most marketers would agree that knowing their target audience is a surefire way to adjust a strategy and give customers what they need.
2. Collect Data & Feedback
Every person wants to be heard, and it’s in our nature to share things that we have on the mind. Social media platforms are public, so people know that they can share their views and ideas with others. Getting feedback from customers helps to understand how to suit their needs better.
There’s only one problem: you should be ready for negative feedback.
Even the most trustworthy brands like Nike get the negative criticism on social media.
Responding to negative comments can be daunting, and it’s an art all marketers should master.
Some recent statistics from Vendasta indicate the following:
- 88% of consumers form an opinion by reading up to ten reviews
- 86% of people will hesitate to purchase from a business that has negative online reviews
- 95% of unhappy customers return back to a business if it has resolved the issue quickly and efficiently
The faster you can handle negative comments, the better it’s for your brand reputation. Thus, monitor comments to manage the brand health.
3. Establish Contact
A brand-customer relationship should be mutual. If you want your followers to be interested in your brand, think about them as well. According to the study Hashtag Nation, modern customers are more loyal to brands, but 40% of people claim that brands don’t take them seriously enough.
Let’s take a look at FedEx that focuses on conversations and uses social media to establish contact with customers.
Reading comments and replying to them is a proven way to establish contact. When people feel that a brand takes care of them, it increases their loyalty and engagement.
4. Write Posts that Can Solve their Problems
Writing posts is a part of any content marketing strategy. Having high-quality content is great, but it means nothing if nobody reads it.
If you want to hook your audience, give them what they crave. Obviously, you can brainstorm and predict their needs, but there’s no better way to understand what they’re interested in than reading their comments.
Social media platforms have become an important part of our lives, and users are twice as likely to share something because they want a friend to see it. It means marketers can understand much more about their potential clients.
Let’s take a look at a post by one Royal Canin USA follower, Friede Reed:
As you can see, this lady takes care of animals and she wants to protect them. It can be a good hint for a Royal Canin marketer: writing a post about the importance of animal protection can cause a lot of buzz.
Bonus Tip: the don’ts for replying to followers’ comments on your posts.
- don’t ignore (most social media platforms allow users to like comments, and even if you don’t reply to comments, show that you’ve read it)
- don’t postpone (reply quickly)
- don’t delete (it has a negative effect on your brand as it looks like you’re avoiding the issue)
And if you wonder what is the best time to check your followers’ comments, it’s proven that users receive 50% of their total comments within 10 hours of a post.
The Bottom Line
Your audience matters. If you want people to follow your brand, you need to know how to solve their problems as it’s the key to effectiveness. Although there are many ways to collect insights about your followers, there’s no better way than being interested in them, and reading their comments is a must.
Use tools like Mention to track your brand unless you have a possibility to hire a person who will handle comments on social media.