In Part One of this blog, I discussed the ways in which electronic word of mouth (eWOM) marketing and peer interactions on social media influence a consumer’s intent to purchase from a brand. In Part Two, I will dive into the do’s and don’ts of public engagement and customer service on social media.
Let’s face it, everyone makes mistakes. However, when a brand receives unwanted attention for inappropriate engagement with its online consumers, it surpasses a mistake and becomes a PR disaster. Usually these interactions are meant to be harmless, but remember that anything written could be misconstrued, especially when it is on a public social media platform. Brands sometimes get so lost in trying to be ‘trendy’ on social media that they forget to put the consumer first and treat interactions with a degree of professionalism. Follow these do’s and don’ts to keep your audience happy and increase public engagement.
Have a Voice. Brand identity is everything — I’m sure you’ve heard that before, but it’s true. When interacting online, think about what the public should know and how they should feel about the brand. Develop a common vocabulary, aesthetic, and communication style that is consistent with the brand’s business and social objectives. According to The Q2 2017 Sprout Social Index, consumers appreciate brands who practice authenticity and honest communication. Stay true to the brand, and avoid online trends that suggest making drastic voice and style alterations, as this may confuse consumers. Before posting, commenting or responding, consider how the messaging reflects the overall brand identity, and remember, honesty is the best policy.