Most of us devote a significant amount of time each day to social media: whether it’s to see what our friends and colleagues are up to or to keep abreast of the news and latest trends.
While much has already been said about the potential effect of social media on our mental health, there’s been less attention on what it means for companies as they compete for attention on these channels.
The spending challenge
A panel discussion at the recent Performance Marketing 360 event examined this area in some depth where panellists highlighted that social media is challenging to justify as a marketing channel, because it’s so difficult to track sales that result from it.
Although it is hard to quantify, the rapport that brands build with the customer through social channels can often result in a higher lifetime order value. Just encouraging users to interact through comments, images, shares, etc makes them feel a part of the brand and therefore more likely to purchase.
Inspiring and engaging
Instagram and Pinterest are great channels when it comes to inspiration – many people turn to them when looking at how they can refresh a room in their home. In fact, research shows that 37% of consumers are influenced by social media in their purchasing decisions. When people share images of new renovations it sparks conversations about where items come from. That can be a great boost for all kinds of brands.
Socially-active companies will share those customers’ posts on their own channels, which often leads to questions from existing or potential customers. Being readily available to provide the answers – in real time – creates positive experiences and ultimately, sales.
Making customers feel good
Brands that are doing this will drive strong audiences on channels like Facebook, Twitter, Instagram and Pinterest. But continuing to hold their interest and respond to their comments takes time and commitment. While it’s difficult to prove its value in financial terms, in these times of brand engagement and reputation, it seems like the right thing to do.
Ultimately, it’s less about driving sales and more about caring for the customer.
