INDUSTRY INSIGHTS, TIPS & STRATEGY
The Value of Online Reviews and Social Sharing, Part 2
Comments & Shares
Social media sites make it pretty easy to share content we like with our friends. To inspire someone to like, comment on, or share your branded content, you first must deliver a satisfying customer experience and be regularly publishing helpful, valuable content that will move them to respond. This is true on social media and on your website or blog. The first thing you must do is be share-worthy.
I visit fun or quality establishments or see great content that I would like to share every day. Sometimes, it takes just a couple of clicks and it’s done. Too often, brands don’t take the extra step or two up front to make it as easy as possible for me to comment, share or recommend their brand while it’s on my mind. Sometimes I will craft or format the tweet or share myself. Most times I’ll just click away – opportunity lost. You must make it easy to share.
ClickToTweet.com is a great (easy & free) tool for pre-crafting tweets your customers, readers, or visitors can share.
Whenever possible, you should be performing diligent social listening so you know, as a brand or community manager, when someone has shared your content or recommended your product. If you pre-formatted the tweet, for example, you should easily be able to see that your brand was mentioned in a positive tweet. (You should see it if it was negative and respond accordingly/appropriately as well!) While recognition is not necessarily expected from very large brands, it’s always nice to be noticed. You should acknowledge the share.
Reviews & Recommendations
Depending on your business model, the first step to securing a positive review or recommendation usually starts offline. To make me want to send friends your way, you must provide a great product or service.
When you have provided a great customer experience, please realize people are busy, busy, busy! Once a customer leaves your store or your site or closes out that confirmation email, they might feel great about your brand and still might never have a chance to tell a friend about it. They just may never think to do so. You need to ask for the recommendation …and, just like asking for a comment or share, please make it easy for them.
The best strategy should be determined based on what you know about the customer, your target persona, and your objectives. In my next article, we’ll focus on your objectives and your best opportunities for capturing and taking advantage of engagement with your customers.
Join us on Facebook to share what you are doing to capture good will and make it easy for customers to recommend your product or service to their friends on social media and elsewhere. Are you doing enough? Could you make it easier?