With the world rapidly moving into the digital age and people are heavily relying on the internet for information and shopping, the marketing sector is seeing an influx of new users on digital platforms. This is accelerated by the Covid-19 pandemic as users have less access to places due to lockdown restrictions. With this influx, some brands that cannot operate because of the lockdowns are resorting to connecting with their customers on social media platforms.
With the rise of brands on social media, competition amongst brands for the attention of customers online has increased. With increased competition creativity thrives.
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The increased social media presence of brands means that for brands to standout they must tend to their customers at a personal level, this does not mean aggressively increasing budgets for social media. Standing out can be done in a subtle way through community management. Now, why should you as a brand care for community management you may ask? Well, it is the process of managing, monitoring and promoting your brand followers across diverse social media platforms according to SunTec Marketing.
The exact definition of community management prompts us to understand why you should care and implement community management to your social media pages. Here are a few reasons for you to consider integrating community management into your social media strategy.
- Learning your customer
The process of learning a particular subject suggests that with our rapidly changing world, we must continually learn so we can keep on improving our abilities to solve specific problems. This is also true with community management. Knowing your customers’ tastes and preferences allows you to stay relevant to them, however, customers taste’s and preferences as people are constantly changing as well. This shows that brands need to continuously learn their audience to better serve them.
- Promotes your brand and customers can advocate for your products.
A satisfied customer is always the best advocate for your brand. This actively demonstrates that brands should always deliver over the top products or services to customers and listen out for their customer feedback as they are more likely to recommend your brand to their family and friends if it meets their standards/expectations. According to Nielsen, 92% of people trust recommendations from friends and family over any other type of advertising. This can be further proof to you, that you are offering the best quality services. Even academic research into word-of-mouth marketing has proven its effectiveness in conversions. The world is over-connected today as compared to just a decade ago. A simple recommendation can set you up for success further attracting prospective customers.
- Provides the human touch to a brand.
Humanising a brand simply means to create a better customer experience – helping your customers feel like they have connected or interacted with your brand at a personal level. Any brand that fails to do constant community management for their platforms turns to lose the human element to their brand. Regularly engaging with your customers gives your customer the feeling that they are interacting with the brand at a personal level. The communication between the customer and the brand should be soft-toned and tailored just for them. Humanising a brand simply relies on the type of content that is shared and how a brand replies to their audience. This actively demonstrates that brands need to introduce a soft-hearted tone on their messaging which can further include vernacular and a touch of slang. Humanising a brand suggests that the brand understand its audience so that it can better communicate effectively with their audience.
To sum up, everything that has been stated so far brands need to understand that community management can build the relationship between customers and brands, and the customer can actively advocate for your brand through word-of-mouth and recommendations.
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