How to Build Better Customer Relationships with Social Media

May 17, 2018 · 4 min read

Don’t underestimate the power of your social prowess, you tiger, you! Social media has completely revolutionized the way brands and businesses interact with their customers. Video marketing and video ads weren’t nearly as popular five years ago. Now they’ve become staples of the customer relations lexicon—and for good reason.

Demand for video on social media is up. Way up. Hubspot reports 45% of social media users consume upwards of an hour of video per day. Platforms grow in users almost daily and we’re spending more and more time on them. MediaKix reports the average daily time spent on:

  •         YouTube is 40 minutes
  •         Facebook is 35 minutes
  •         SnapChat is 25 minutes
  •         Instagram is 15 minutes
  •         Twitter is one minute…

Simply put, businesses not facilitating engagement on social media with video marketing, are missing out on serious opportunities to expand their reach and spoil the audience.

Video is what people crave so what are you waiting for? Here are a few ways to seize every opportunity with a little video marketing:

Actively Engage with People Online

The easiest way to engage with your social media audience is to think of it like a marriage. It takes more than simple tweets and retweets to establish trust in your brand. Targeted video marketing with video ads is just one part, but it can be the equivalent of cooking your partner breakfast in bed.

Less selling and more teaching

It’s not a secret that people are shopping and self-educating online. They’re moving deeper into the sales funnel before they even interact with your sales team. They don’t want to be sold. They want information. Therefore, engagement takes the driver seat over any efforts that are simply there to push ROI.

Consumers want to know as much as possible about purchases that warrant their hard-earned money. Content that offers facts, reviews and honest recommendations is a good start. It will aid them in their research, and your site will rank higher in terms of getting and keeping their attention.

Aim to make your video ads completely unbiased in offering that kind of content. Social interaction gives you yet another opportunity to establish relationships, earn trust, and deliver a better outcome. The more you understand your audience, the easier this task will become.

Let your audience see behind the scenes

You can’t communicate with your social media people the same way you do on your blog. Employing high levels of professionalism or hiding behind your brand won’t work. People love transparency.

Users view thousands of video ads every day. Make yours stand out by getting personal. Things like signing posts make a huge difference. As long as you put effort into being creative, people will sense that.

Offer top-notch customer service

A recent Zendesk study says 45% of consumers share their bad customer service experiences with products on social media. They openly proclaim exactly what they think about your brand, too. On the flip side, only 30% share their good experiences.

Make good customer service a priority to ensure you’re getting the best possible feedback. Social monitoring for instant brand mentions will help you stay on top of addressing issues in real time. The faster you can answer a query or put out fires, the better your reputation will be for quick and efficient customer service.  

Involve your audience in helping the community

Consumers tend to feel more connected to brands that advocate for social responsibility. Make and target video ads at these initiatives. Share them. And don’t forget to thank everyone for their contributions.

Take Delta Air Lines, for example. To honor the American Cancer Society’s 100th anniversary, they created an experiential marketing campaign through social media channels. Delta gave one dollar to the organization for each of the first 50,000 virtual luminarias lit by their fans on their Facebook page. The campaign was an incredible success and a win-win-win for all parties involved.

Get your audience talking

Socialize with your contacts and followers. Ask questions. Tie in questions with compliments to start conversations. Talk about what matters to your audience. Share helpful articles written by other people. The idea is to build a large community with your thought leadership (which happens to be free when you’re a trusted expert in your industry).

Now it’s time to get to sharing, liking, and commenting on posts by members of your following. You’ll be helping others extend their reach as well as growing yours. Be on the lookout for people who can help each other. The idea is to connect two people in your circle who could establish a mutually beneficial relationship. There’s no better way to make your customers want to stick around than by introducing them to like-minded folks.

Every company, regardless of size, should strive to build and keep good relationships with their customer base. All successful businesses operate on a strong give-take relationship. Social media is a great way to do that.

As an added bonus, when you build relationships with your happy customers, you improve the chances they’ll speak highly of you to other potential customers. In a recent study by J.D. Power & Associates, 87% of satisfied customers said their online interaction with the company “positively impacted” their likelihood of purchase from that organization. Aim to make as many of your interactions positive as a way to boost your own public relations.

Trust is glue. It holds together relationships and is an essential part of communication. Work on building that trust on social media to help you scale your brand. Engage with your audience on a regular basis. Strengthen your relationships with people who like your brand and the content you provide.

Forming customer relationships with social media can seem quite laborious. If done right, however, they can be very helpful in developing and maintaining your brand’s reputation. Nurturing the right people can create everlasting brand advocates who are simply happy to be on board.



Head of Content at * * * Storyteller by day. Content consumer by night. Habitually inspired.

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