Are You Paying Attention to the Attention Age?
Social media strategy – are you paying attention to the Attention Age?
Some are calling it the Attention Age—the age when people are able to freely create and access information, especially on the web. That means consumers are easily finding and broadcasting information about your brand. And if you’re not paying attention, you could find your brand losing even its most enthusiastic fans.
Before the advent of blogs, tweets, and fans, you invested time, money and a host of other resources into customer retention. Now, social media has become a must-have tool for nurturing those returning customers, and, in the process, creating raving online influencers and long-term revenue. Here are three ways to keep ‘em coming back for more:
- Be out there – Can your customers find you? Whether you’re B2B or B2C, your clients expect to have access to the information they need, when they need it. The first step in making yourself available is to know where customers hang their online hats. A full-service social media monitoring service can provide data regarding your consumers’ online preferences. Once you know whether they’re tweeting, digging, or MySpacing make your brand available on that channel.
- Build a community – Victoria Secret’s Pink brand has more than 2.3 million followers on Facebook. The Pink Nation, as it’s called, delivers special offers to fans. For example, a May 13, 2010 post offered the first 75 fans to visit their SoHo location the chance to be photographed with Yankee first baseman Mark Teixeira. The community also allows the company to engage in online listening because fans are free to post sentiment regarding products. Assuming VS is actively listening to the community they can adjust product or services based on consumers’ real-time feedback.
- Know the right influencers – While it can be tempting to focus all of your social engagement efforts on the high-dollar customer or the company CEO you might be neglecting a less obvious online influencer. For example, don’t write off a customer service tweet because it was sent by “just” an administrative assistant. In reality, that assistant could be a vocal and respected voice in the company—the kind that could play an important role in whether your company’s contract is renewed.
Increase customer retention by paying attention to the conversation.