The undisputed growing popularity of social sites such as Facebook and Twitter mean that advertisers now have the opportunity to create a direct channel of communication with their consumers. The continuous interaction between users on brand pages, provide key insights on consumer’s online behavior, brand/ product perception, emerging audiences.
Listening to your followers/ likers will not only enable you to understand their culture and language, but more importantly, it will tell you what they like, dislike, ultimately what they want. Valuable information, such as hot topics and interests, provide great common grounds for initiating content. For instance, listening to your consumers will enable fine-tuning of your Paid Search Marketing strategy.
Moreover, monitoring posts and actions will help you determine who your brands’ valuable customers are and who your faithful brand ambassadors are.
A key to engaging your followers/likers is to provide them with only 50% product related content. The remaining 50% should relate to what your audience likes/ wants. This will trigger social conversations and, only conversations create bonding, which in turn translates in higher level of engagement.
Rule of thumb: Consumer talks, advertisers listen!