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New Report Underlines the Importance of Social for Customer Service

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new report underlines the importance of social for customer service

For a growing number of brands, social platforms have become key customer service channels, enabling consumers to get in touch, quickly and easily, on the platforms that they’re already using, while also providing businesses with an opportunity to address and resolve concerns, and provide further assistance as needed.

And as more businesses jump on the social customer care train, that then raises the bar of expectation for others. These days, consumers expect to be able to shoot businesses a quick message, or tweet a brand handle and get a reply.

That increased expectation is underlined in a new survey from Boston Digital, which incorporates responses from 554 people in regards to why they follow brands on social, what they expect to see, in terms of content, and what turns them away. 

You can read the full results in BD’s report, but here’s a summary of some key highlights.

First off, the responses show that the key reason why people follow brands on social is to get more information about that businesses’ products.   

Boston Digital report

As you can see, the top two responses are ‘Helpful information related to one of my hobbies’ and ‘Product information’. That underlines the key use case for your social audience – while sharing content that’ll see more engagement, like inspirational quotes or memes, might see your numbers jump, if it drifts too far from your core use case, you’re not helping to build your brand. Better to have ten followers who’ll become paying customers than a thousand whose only contributions will be in the form of post likes. 

That said, ‘Funny or interesting content’ does come in as the third most common reason for following a brand page, so there is clearly some value to this. But the overall data here would suggest that the focus should be on your core offerings, and staying on brand with your social content. 

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‘Insider deals’ comes in at fourth on the list – which is interesting in relation to the next element.

Boston Digital report

Promotions and exclusive deals are the top two reasons why respondents indicated that they’re likely to make a purchase based on a brand’s social media activity, so providing a level of exclusivity, and keeping your audience informed of relevant offers, is another key use case. 

In combination, these first two elements suggest that product information/updates are the key focus, with some entertaining content mixed in, along with exclusive offers and deals. I mean, those results are likely what many would have expected, but worth noting in your strategic planning either way.

From a social customer care perspective, Boston Digital also asked respondents why they’re most likely to get in touch with a brand via social.

Boston Digital report

The top two responses are ‘questions about product/service’ and ‘problem with product service’ – so both key customer service areas. ‘Positive feedback about their offering’ comes in a way back from the top two responses, but that also somewhat underlines the customer service impact.

As noted in the intro, more consumers are looking for this type of assistance on social. It’s worth considering if/how you can provide it, and improve on your process. 

That, specifically, is reflected in the next element.

Boston Digital report

More than half of respondents said that it was either ‘extremely’ or ‘very’ important for a brand to respond to their feedback on social. For the most part, it probably goes without saying, but if you’re not paying attention to customer queries online, you’re missing out, and it’s worth re-assessing your processes to address such.

And summing this up, among the most common reasons why people unfollow brands is ‘content not relevant’ and ‘lack of response to questions or comments’. 

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Boston Digital report

Posting too frequently is another turn off, as is boring content – while disagreement with company values is another noted issue. On the latter, it’s important to separate your personal and professional presences, and while data does suggest that younger consumers, in particular, better align with brands that take a social stance, it is worth considering how you communicate such, and whether your brand profile is the right place to focus those efforts.

As noted, there’s more insight in Boston Digital’s full report, covering a range of key elements and considerations for your social media strategy. If you’ve not caught up on some of these aspects, it’s worth taking in the data, and looking at whether you can better cater to rising consumer demands via your social presence.  

Socialmediatoday.com

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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