Cision® acquires ShareIQ technology, enhancing Cision Communications Cloud® capabilities Read More

3 Types of Customers Brands Should Listen to on Social Media

According to a recent Oracle study, 81 percent of Twitter users expect brands to respond to their questions or complaints the same day they tweet. But what happens when brands don’t pay attention to what’s being said about their products and services online?

They lose their customers. Fast.

Follow the lead of the 37 percent of marketers who are already actively listening on social media to keep customers coming back to your brand, rather than running away from it.

Use social listening tools to help pay attention to these three types of customers:

1. Happy Campers

If your brand met a customer’s expectations, strengthen the relationship by engaging with him or her on social media. Whether a customer writes a positive review on Yelp or posts a picture of your product on Facebook, reach out to show not only that you care, but also that you’re paying attention to their experience.

Forty percent of happy customers will return to spend more with a brand. So why would you ignore those customers speaking up on social? Don’t turn a smile upside down by neglecting those who already are loyal fans. Turn them into brand advocates by talking back to them.

Want more social listening insight? Register for the “Practice Listening: From Competitors to Customers” webinar!

2. Lost or Confused Clients

Lost-Sheep

Just because you have a call center doesn’t mean each and every one of your customers will phone you when they’re stuck. In today’s busy world, many take to social media to ask quick questions or seek help.

Brands who fail to lead these lost sheep back to where they want to belong can see a 15 percent increase in their churn rate. Respond quickly to questions and concerns to highlight your brand’s top-notch customer service and keep current customers from looking at other pastures.

3. Haters

In our upcoming social listening e-book (of which you can get a preview here), Jay Baer discusses how only 5 percent of haters care enough about your brand to let their negative experiences be known. Such a low percentage may be tempting to brush aside, but doing just that will result in a decrease in brand advocacy.

Pay close attention to complaints. Make alerts to track whether or not certain issues repeat over time to avoid a full-blown social media crisis. Gather data on who is complaining, where and why to see if your product needs an upgrade, your customer service team needs new training or your marketing efforts need a new look.

Webinar-Oct8_JayBaer_Google

Images: Simon LawTim Green (Creative Commons)

About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.