Engaging With Social Media

Social media has exploded over the years and has become a popular hub for marketers to try and engage with their audience on a more personal level. “According to Hubspot, 92% of marketers in 2014 claimed that social media marketing was important for their business — but 85% of participants aren’t sure what social media tools are the best to use.” Twitter has become increasingly popular among marketers because it provides numerous benefits, including a cost-effective way to connect with and deliver content to consumers, sending traffic back to e-commerce websites or blogs, track industry buzz, network and engage, provide customer support and, vitally, position their brand’s message directly in front of advocates and fans.

Several studies have been conducted and found several reasons why brands should actively be on Twitter, including:

• 50% of users say that they are more likely to buy from a brand after they follow them on Twitter.
• Having a social media button next to your product can (in some cases) positively affect buying decisions.
• Twitter has been shown to increase sales by bringing in more traffic to your site.
• Customers who are engaged in social media are more likely to buy and recommend.
• Twitter shoppers spent more money than Google shoppers this past holiday season.
• 60% of people say they are more likely to recommend the company after following them on Twitter.

This infographic from Yell takes a closer look at the business benefits of Twitter:

One prime benefit Twitter can provide a brand is a way to improve customer service. A brand that does an excellent job managing its Twitter accounts for customer service is Starbucks. When looking at Starbuck’s Twitter page, the majority of the tweets are directed at users, by either retweeting their thoughts, answering questions, addressing concerns, or acknowledging mentions. By responding and interacting directly with followers, the company is making sure their voices are being heard. One solution Starbucks has introduced to handle customer service is the “@MyStarbucksIdea” handle. MyStarbucksIdea.com was created in 2008 and serves as an online community where people can share, vote, discuss and put ideas into action on how to enhance the Starbucks experience. Since its beginning, Starbucks has brought to life over 270 ideas and viewed over 150,000 ideas.

With the Twitter account, customers can now tweet their ideas on how to improve their experience instead of logging into the site. “Starbucks not only listens to its customers, but its takes action, implementing customer ideas and giving credit on its blog to the Twitter user that pitched the idea. The customers feel empowered when a platform is created for them to conveniently post their thoughts and ideas. Everyone has an opinion, and by taking the time to listen and respond to them via social media, Starbucks has built up its customers’ confidence in the company.” Furthermore, followers that engage with “@MyStarbucksIdea” feel like they have a small role in the decision making process, which helps to develop a stronger relationship with the company.