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3 Underrated Social Tactics that Build Long-term Relationships

by: Finella Kristle Panlilio

Wednesday, July 9, 2014 |

If you're looking for ways to improve engagement with your social media audience then you've come to the right place.

Let's take a break from the usual lists on how to increase engagement and explore the unfamiliar for a change. Or, in this case, strategies we've been underestimating for a long time. Social Media Examiner listed three of the rarely used but highly effective tactics marketers can put into practice to build a long-term audience:

Use Facebook for Social Customer Care
For most brands, the default medium for customer service is Twitter. There's no denying that Twitter is an excellent tool for responding to mentions and inquiries quickly, but it's important to note that Facebook offers a good deal of customer service options that you can leverage as well.

According to the Audience Growth Survey Report by Exact Target:
  • Only 34% of marketers use Facebook to publicly answer customer service questions, but
  • Sixty-nine percent of those who publicly answer questions say it's effective.
There are top brands that use Facebook to respond to and solve customers' questions and issues, and they do it 24 hours a day, seven days a week, in different languages. Some even have apps that tell people how long they can expect to wait for a reply to their question or request.

Use Facebook as a customer service support tool in addition to Twitter. Even if your organization can't do it 24/7, you can still provide up-to-date information on your Facebook page.

Regularly Offer FAQs and How-to Content on Twitter
Followers feel naturally compelled to click on FAQs and How-to articles and retweet them to their network because they add value without appearing to have an agenda. Nobody likes a hard sell.

Common tactics like adding a Twitter button to your website, blog or email newsletter aren't as effective as less popular tactics like providing how-to tweets, teaming up with influencers and bloggers on Twitter, and promoting product giveaways that require a Twitter follow.

Review the FAQs and how-to articles you post on your website or blog and turn them into a series of tweets that you can serve up to your Twitter followers on a regular basis. But remember that a blog post isn't the only thing you need to provide value to your audience. Value is value, even when it consists of only 140 characters or less.

Promote Content that Requires Email Registration
Just because email is a different avenue for driving sales doesn't mean you can't take advantage of social media to grow your email list.

Facebook is the best social media tool to gain email subscribers. To get fans to opt in to your email list, first implement specific Facebook content that attracts their attention. Offer access to eBooks, whitepapers, webinars, and checklists in exchange for an email subscription. Then you can up your game a bit by promoting your content as a Facebook-sponsored story to widen your reach and get additional email subscribers.

As you think about different tactics to grow your list, focus on how you can turn your social media followers into leads.

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