For Fairmont’s Guest Experience team, delivering the highest levels of service is a day-in, day-out requirement. The brand’s Royal Service Agents emphasize effective and engaging communication with guests so that they can pick up on guest needs and respond appropriately. With Local Measure’s real time feedback tool Pulse, the hotel not only learned a lot about their guests that they otherwise wouldn’t have known but achieved some incredible results, such as cutting down on negative reviews by 50%.
In one of our previous blog posts we shared some points to help your brand be more social. But sometimes execution can be one of the main hurdles, right? So here are our tips to help you build and execute your social media strategy:
1. Focus and measure
First up, you need to focus on what do you want to achieve with your social strategy. Are you looking to grow your follower base, or cultivate community engagement? Or perhaps increase sales and even generate new leads? it’s important to firstly identify and then set your key objectives.
Tracking your progress and measuring the results can be achieved by looking at specific Key Performance Indicators (KPI’s), which will be different for each objective. If you’re looking to grow your follower base, you would be watching the number of followers/likes – whereas increasing your website traffic would be influenced by the number of clicks per post.
There are a number of KPI’s and it’s critical to choose the right metrics in order to measure your objectives accurately. Try not to lose sight of your main objective, although it can be hard to not get lost in all the daily tasks and routine. You shouldn’t be afraid to adapt and change your strategy along the way.
2. Know your audience
Your social content should aim to meet your customer’s expectations and interests surrounding your brand/biz. It is important for you to get to know your audience, so take a look at some insights about your customers. Don’t be afraid to use management tools to monitor and manage the engagement on your social profiles. The Local Measure platform provides location-based insights about your social community – from what they’re saying about your brand, or what they’re doing at your business.
To get to know audience, use the 5W’s technique and ask yourself some questions:
- Who are they? (use key demographics or personas)
- What kind of content do they like?
- Why are they interested in us?
- What do we bring them?
- Where and when do they read you posts? (in which conditions and which platforms do they use?)
Even have a talk with your sales and support team if you need more help identifying and appealing to your target market.
3. Respect the differences each social network has to offer
Each network is different, in terms of what’s best practice when communicating through this channel. For example, Twitter limits the conversation to 140 characters, Pinterest and Instagram are image based and Linkedin is a more professional social environment. Therefore you need to understand and respect the boundaries of each social network that you choose to participate in.
People use different platforms to have different types of content, this is why we recommend not using tools that spread the same content on all your different channels, but to adapt your content for each of them
This year social media became the #1 activity on the Web, so we understand better why 93% of marketers use social media for business. These tips should help you to build your social media strategy, and get the best from it. Create a community around your product or service, and build a real trusted relationship.
Local Measure’s real time feedback tool offers businesses the ability to send a custom auto-reply email when a customer has left positive feedback. Since service teams will typically prioritize responding to negative feedback, an auto-reply to positive feedback ensures that all responding customers are delivered a timely reply. Learn more about how you can save time with Pulse.