When I start reviewing Twitter accounts it can quite often be the case that businesses who aren’t used to working in the social media environment are using Twitter as just another outreach to their marketing content. You can tell these accounts as generally all they contain are updates generated by the feed from their news page or if they have one, their blog. Whats missing here is the social element to marketing your business online. The Chartered Institute of Marketing define marketing as “The management process responsible for identifying, anticipating and satisfying customer requirements profitably. ”
When we make that social, we can see how we can create a more holistic approach which helps us to do this:
We can identify customer requirements when we run a social business by:
- Connecting with our customers and prospects online and Twitter
- Getting involved in their conversations with the focus on adding value and helping them out
- Listening to the language they use and what they like and dislike – what I have heard called the “unfettered conversation”
When we know all this through getting listening, and getting involved and being useful, it becomes much easier to anticipate customer requirements.
- We are already involved and hear what they are talking about
- We’ve got a relationship with them to be able to reach out and ask their opinions
- We can use tools like polldaddy to directly ask our twitter audience what they think, or use a link shortener to ask them using another online survey service
- We can see the response to what tweeps are interested in online, as a small tester for content that works and that we can create more of.
And as a result of all of this, we are in a much better place to satisfy our customer requirements. We are there when we hear things going wrong and are able to fix them, faster. We can use our contacts to put them in touch with the relevant people. And we have programs, products and content which we’ve taken the time to get feedback on, so we’ve built in ways to meet customer satisfaction up front.
Running a social business may not be the way you are used to working, but I think it adds a whole new level of engagement and discussion with your audience.