The document discusses the importance of social media communication for businesses. It states that businesses need social media channels that are regularly updated, monitored, and responsive to customers. It also emphasizes that customers expect consistent experiences across all channels, and that communication strategies must focus on creating engaged communities rather than just answering questions. Effective social media strategies are vital for businesses to succeed as customer expectations continue rising.

1. You need to have social media channels that
are regularly updated, monitored and
responsive – if your customers don’t see you
interacting with them, or ignoring queries –
they will assume that you don’t care, and take
their money elsewhere.
Why Communication on
Social Media is So
Important

2. One of the major trends that we’ve seen
coming in this year, is consumers
placing more importance on dealing
with
‘customer-centric’ businesses, who are
genuine and attentive to their needs.
Having social media platforms that are
regularly updated, consistent in tone
and content, and can deal with
questions and queries, plays a big role in
how your business will be viewed and
interacted with.
More and more people are using mobile
devices to access the internet and
online services, social media platforms
are one of the most popular ways the
modern audience will engage with your
brand and business.
75% consumers expect a consistent experience
wherever they engage
(i.e, website, social media, mobile, in person)
Salesforce

3. One of the benefits of social media for business is the ability
to set up lines of communication, and give your customers
guidelines to influence their expectations – such as using an
autoresponder to inform them of your opening times, and
the length of time they should expect to wait before
receiving a response to their query. However you must put
that time and effort into not only setting up these channels,
but monitoring and maintaining them as well
Answering quickly is important, but it needs to be
accurate – your audience need to be given correct
information, otherwise their opinion of your brand will drop,
and your reputation and sales will suffer as a result.
Communication,
Social Media
and
Your Business

4. Developing Your Social Media Strategy to be
Customer-Centric
With technology evolving and enhancing the customer
experience, factors such as price are becoming less
important in the decision making process for purchases,
so your business needs to look for new and innovative
ways of standing out ahead of your competitors.
Social Media platforms give you almost real-time access
to your audience, and your communication strategy has
to be more than just answering questions – it involves
creating an engaged community of interested followers,
who turn to you before any other in your market. It means
taking part in discussions, asking questions, addressing
compliments or complaints – and being seen to actively
care for your guests.
“The term ‘customer experience’ won’t exist in the
organization of the future.
It will be so deeply entrenched in a company’s product,
process, and culture that it will be synonymous with the
brand and represent the only way to do business”
- Ann Lewnes, SVP and CMO, Adobe

5. Actually, An Optimised Strategy is Vital
to Make You Succeed
Your strategy must be comprehensive and
flexible – you need to think about your
customer and not only anticipate their needs,
but put procedures in place to serve them.
Using social media channels and online
engagement platforms is no longer an optional
extra – it is something your business must have,
and your success will largely depend on how well
you know your audience, cater to their needs,
and maintain your presence.
By 2020, the demand for an omni-channel
customer experience will be amplified by the
need for nearly perfect execution
– PWC

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