SmartInsight's Global Social Media Research Summary for 2020 found that social media users spend an average of two hours and 24 minutes per day across eight social networks and messaging apps. These platforms have come to play a central role in modern life, transforming how people communicate, get their news, build their careers, find opportunities and interact with brands. A robust social media strategy isn't just about posting content across multiple sites but also listening to and joining relevant conversations as they happen.
Consumers are talking about brands on social media, whether those brands engage or not. Interacting with those conversations is a valuable opportunity for marketers to influence their direction and shape the outcomes. Social engagement provides a continuous source of feedback to companies about customers' emotions, opinions and needs. Armed with those insights, brands can mitigate problems before they become crises, manage their reputations, keep customers informed and provide solutions to customer queries. When thinking about how to improve customer experience on social media, companies have an opportunity to improve the customer experience overall.
If a newly launched product has a bug or missing feature, for instance, companies can quickly and easily get that feedback and adapt accordingly. If a customer is dealing with a customer service issue or loves a new advertising campaign, social media serves as a path for that dialogue. Engaging on social media lets customers know that a brand cares and is responsive to them, which is a key part of how to cultivate customer relationships. Monitoring feedback on social media enables companies to increase customer advocacy by creating a direct line of communication for their needs to be conveyed and addressed.