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Top 3 tips to better social strategy
As we have seen over the past year, social strategy is about so much more than a social profile and a few links to product pages. A good social strategy will be engaging, will pass on needed information, and will serve as a two-way communication tool. Here are three tips to up your social media strategy game.
Use social media as an access to reviews
"According to eMarketer, consumer reviews are 12 times more trusted than descriptions that come from manufacturers. Feedback from customers who have bought a product, like you see on Amazon, is powerful, as are discussions on forums and independent reviews, such as on a niche site like the Wirecutter," said Kishore Kumar, CEO, AllThingsMine. "As reviews become more relied upon and ubiquitous, their absence seems more suspicious. Consumers will wonder whether the retailer has something to hide, because reviews are viewed as a sign of credibility and transparency. One way to build up a stockpile of reviews is to provide incentives for leaving a review, such as loyalty points towards a purchase."
Use social to refer new customers
"A study from AdWeek revealed that 71 percent of consumers are more likely to make a purchase based on social media referrals," said Kumar. "Companies have to find ways to encourage these types of referrals. In an ideal world, they happen organically because people really want to share their love of a product. Alternatively, companies can pay bloggers and influencers to talk about their product. When a prominent fashion blogger wears a unique tee-shirt in an Instagram photo, or a food blogger publishes a recipe using a particular brand of baking products, their followers take note. It's like a powerful combination of celebrity endorsement and friendly word-of-mouth that drives shoppers to buy."
Use social for accessibility
"When social networks first start out, they focus on amassing as many users as possible, and later on how to monetize on those users. Advertising is certainly a part of this, but in the past year, Facebook, Pinterest and Instagram have all unveiled new buttons that let users buy products in their feeds. These buy buttons promise to be more effective than advertising because they seem more "authentic." Rather than having unsolicited promotions in their social feeds, the buy buttons enable customers to easily act when they seem something they like. It's gives control to the customers, while helping brands turn impulses into conversions," said Kumar.
Image via Shutterstock
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