Being an expert in social media isn’t the be-all and end-all. Knowing how social media can help the bottom line or engage customers does matter. Social media is another facet of marketing and customer service. Content and context are everything. Social media, by itself, is not a panacea.
Social media is about using the right tools to market to an audience that wants to help tell your story. And why your customers might want to do this is because you’ve been amazing at providing them with the service they deserve.
It’s about relevance. I’m tired of ill-targeted offers and promotions. I do want relevant information. Social media is about finding out where your customers actually are, and going after them there. It’s good marketing in short. Knowing your audience and tailoring your promotions in specific bursts to the correct segments at the right time is invaluable.
Social media is also about brevity. You have about three seconds to get your message across to a new customer.
Finally, it’s about knowing your customer, and making sure your customer thinks of you first. Do you know your audience? Have you reached out to them? Ask them what you can do better, or ask those who haven’t been around in a while what you can do to get them back.