Facebook, Twitter, LinkedIn — Oh my! Social media platforms are great way to boost your brand’s visibility by getting your content, products and services out into the public sphere. However, with all this great potential for engagement, your social media campaigns may not be producing the results that you were hoping for. It’s easy to just push content into the social media landscape. But if you don’t know the landscape, how will you know how to attract your audience. And not only attract, but how then can you consistently keep them engaged with your content that will encourage them to share with other potential prospects.The social media landscape is changing everyday. Trends and updates within new and popular social media platforms are constantly shifting the scale of audience engagement. So in order to know what your audience wants, you’re going to have to analyze and understand what the social media landscape is looking like right now in order for it to also fulfill your company’s needs in the future.
So let’s learn how to fulfill your needs by breaking down the 3 wants that your audience is hankering for in today's social media landscape.
We Want It on Our Time
Social media is great place for online interactions— yet just because it’s digital, doesn’t mean you should respond like an automated message. In the social landscape, if you’re not responding to your followers immediately or if you’re providing them with an inhuman or robotic experience, this will impact your brand identity and visibility in a negative way.
For instance, according to Search Engine Watch, 70% of Twitter users expect a response from brands they reach out to, and 53% want a response in less than an hour. That number jumps to 72% when they’re issuing a complaint. And due to that lack of response, those potential clients are already distrusting your brand because of your lack of personable engagement.
Building trust early especially through social media is great way to not only attract new leads but to nurture the leads and customers you already have.
Therefore, make time for your audience. Don’t be one of those brands that receives some of the 879 million complaints on social media— and never address the issues—or do so in a generic way.
Respond immediately anytime you receive a tweet, a message or shout out. Let your audience know that you care about them and not just the sale. Because the more engaged you are with your audience, the more trust you are building towards the way you do business and inevitably your brand.
We Want It Live
With the rise of Snapchat, Periscope and Meerkat, providing live up-to-date coverage is a new and growing trend for businesses to engage with their audience. Launching a new product? Why not use Periscope to live stream production how-tos or mini-interviews with the production team. By allowing your audience to become involved with your content, you basically give them a backstage pass— allowing them to understand more clearly who you are and what you and your team can provide for them. Don’t let your company fall behind. Instead, start producing your content in real time.
We Want an All in One, Impactful User Experience
Social media platforms are more integrated than ever before making it easier to stay in one app for the entirety of a user’s experience. For example, with Pinterest’s buy-it functionality, businesses can take their customer’s through every stage of the buyer’s journey all in one app. Also with Facebook and Youtube’s 360 video, you can create immersive and experiential advertisements for your audience to explore and engage with your content, products and services in a fresh and innovative way.
All in all, today’s audience is looking for live, immersive and innovative ways to explore content online. So take these wants and implement them to attract and engage with your audience in your next social media campaign and be empowered by the engagement you’ll receive.
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