How to Win at Social Business? Help Them, Help You

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by Kathi Kruse

Social Media mar­ket­ing has become a team sport. Make no mis­take, you still need a focused, ded­i­cat­ed per­son to keep your strat­e­gy on track and to man­age your com­mu­ni­ty. What’s new is Social Busi­ness: the engage­ment of employ­ees with your loy­al cus­tomers to cre­ate con­tent for your Social plat­forms. It’s a team effort that best aligns your store in today’s Social envi­ron­ment.

The line that once clear­ly defined the sep­a­ra­tion between employ­ees’ work­place and pri­vate social per­sonas has blurred. Many sales­peo­ple are start­ing their own Face­book pages and some are even blog­ging. Ser­vice advi­sors com­mu­ni­cate with their cus­tomers via Twit­ter and tex­ting. This is a fast-mov­ing trend and it’s one that deal­ers and oth­er busi­ness­es need to nav­i­gate and lever­age to their store’s advan­tage.

“Real-time” Social con­ver­sa­tions are swift­ly tak­ing pri­or­i­ty over the tra­di­tion­al modes of con­nec­tion like email. Deal­ers can clear­ly ben­e­fit from the cre­ativ­i­ty of employ­ees who add their own per­spec­tives to dai­ly work activ­i­ties and those employ­ees who pos­sess these skills are, indeed, very valu­able .

This con­ver­sa­tion that hap­pens dai­ly between your cus­tomers and your employ­ees has not changed at all. What’s new is that their inter­ac­tions are being greased by tech­nol­o­gy. It’s eas­i­er than ever to stay close to your cus­tomer! Those hap­py, loy­al cus­tomers who inter­act with your staff can add their own per­spec­tives and your peo­ple need to be able to rec­og­nize and cap­ture those oppor­tu­ni­ties when they come along.

• Encour­age employ­ee par­tic­i­pa­tion in your Social mar­ket­ing cam­paigns. Make it easy for them to con­tribute by set­ting up a pri­vate Face­book group or an inter­nal mes­sag­ing plat­form for them to share.

• Pro­vide incen­tives to employ­ees who con­tribute con­tent (videos, blogs, events, ideas and more). They’re in con­stant dai­ly con­tact with your hap­py loy­al cus­tomers. Rec­og­nize and reward those employ­ees who con­tribute and soon, oth­ers will feel more com­fort­able par­tic­i­pat­ing. You can’t do it alone and it’s so much more effec­tive when you lever­age the strength of your team.

• Use Face­book mile­stones to reg­u­lar­ly spot­light your hap­py loy­al cus­tomers. Who bet­ter to advo­cate your brand than the peo­ple who love you?

• If you don’t have one already, estab­lish a Social Media Pol­i­cy. As with all oth­er employ­ee ini­tia­tives, it’s impor­tant to set guide­lines so peo­ple know exact­ly what to do in Social Media sit­u­a­tions.

Stay­ing in touch with cus­tomers used to be elu­sive and tedious. Today, with Social Media and the sup­port of your team, you’re able to be in touch and actu­al­ly mar­ket to your cus­tomer with­out inter­rupt­ing them. How awe­some is that?

Kathi Kruse is an Auto­mo­tive Social Media Expert, Blog­ger, Author, Speak­er and Founder of Kruse Con­trol Inc. and can be reached via her con­tact page.

 

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