Our marketing and public relations team at Alexander’s has been encouraging all the print consultants and sales reps to share content on their social networks. This social sharing has got me to thinking, why do we care so much about social media? I went searching for some answers to my question and my findings have me thinking that it’s time for me to stop talking and start tweeting. The results of social media marketing seem to be working wonders for many companies. However, it’s those who use proper and innovative social media strategy that see actual results.
Researchers at Bain and Co. found that customers who engage with companies over social media spend 20% to 40% more money with those companies than other customers. These same customers also exhibited more emotional commitment to companies, an indicator of customer loyalty. Engaging with customers online can captivate and sustain attention in a way that no other approach can. Some large corporate companies even spend tens of millions of dollars on social media marketing; an indication that results from social media must have a positive monetary impact on business.
So the Alexander’s marketing team shared 3 fundamentals of social media that I would like to pass along:
Post relevant content
Posting information that doesn’t matter to your target audience not only wastes their time, but it’s an ineffective way to increase brand awareness or engage in good conversation. Your online posts should aim to interest, help and engage your customers or audience.
Engage with your audience
Don’t just post content and let it float away into online space. Ask questions and respond to comments and inquiries. Natanya Anderson is the social media team leader for Whole Foods, a global company with a large social presence . She suggests spending 25% of your time producing relevant content and 75% listening, responding and engaging. Engagement is a great opportunity to improve your company’s customer service, so make sure you’re listening and responding online.
Post regularly
You cannot expect to have consistent interaction with your customers or followers if you aren’t providing them a constant stream of content. Posting regularly maintains your online presence and reminds you audience that you still care, and you still want to communicate.
Alexander’s is also on all major social channels. Connect with us on Facebook and Google+. Follow us on Twitter, Instagram, Pinterest. And if you happen to stop by Alexander’s headquarters, check in on FourSquare. Let us know how we’re doing and what we can do to help out.
