Do the phrases “social listening” or “community conversation” come to mind when you describe your social media strategy? If they aren’t a part of your strategy, it might need some updating.
Creating Customer Content Not Company Content
Most companies today are creating content that has two focuses. The first is to sell, sell, sell. The second is to post what they “think” their customer wants, instead of listening and understanding what they actually want. This is the outdated form of communication in today’s business world. This type of content was built for television and radio, a one-way conversation where we talk at our customers.
Social media has given businesses the ability to communicate with the actual people that buy, or could potentially buy, their products or services in real-time. Creating conversational content allows businesses to create content that is based on what the customer is saying, not what we think they are going to say.
Customers today want to be in the driver’s seat when it comes to their purchases. They want to research, be a part of the conversation, control the conversation, then share the conversation as their own. Why would we want to control that conversation when we can create a place where our customers sell to our other potential customers for us?
Shifting From Social Listening to Social Understanding
When your social media strategy moves from controlling the conversation to letting the customers drive the conversation, the strategy moves from simple communication to business and customer collaboration. This collaboration breaks down the B2C wall and gives the customer a feeling of ownership in your business. This strategy also leads to a better understanding of why they choose your business over your competitors.
In your next social media strategy meeting, instead of talking about what you want to post, or your next “sell” post, talk about what your customers have been saying about your business. Build your strategy around that going forward and you will grow your business and your business’s fanbase.