Humanising your brand on social media

Just about every survey I read suggests social media marketing will take a larger piece of marketing budgets over the next 5 years. One recent survey suggested social media spending will increase 144% over current levels by 2019.

But few companies in SE Asia really know how to use Social Media, especially when it comes to engaging with consumers and dealing with issues raised by those customers. I spend half my time trying to explain to customers that social media isn’t another platform to broadcast a carefully carved corporate driven message to anyone and everyone.

We liken social media to a virtual coffee shop where you talk to people as equals not as an old fashioned brand talking down to ‘stupid’ consumers in a patronising manner with a predetermined message.

Social media requires an ability to be real, to be human, spontaneous, transparent and crucially, be able to resonate with each consumer on their level. This is of course a daunting task as it reduces the amount of control a company has over it’s messaging and it’s brand.

To give you an idea of how spontaneous and real you need to be, have a read of this hilarious top ten of customer service exchanges with top brands in the UK.

Here’s an example of how to successfully engage with customers on Twitter.

A customer complained about a brand in the UK

A customer complained about a brand in the UK

Rather than complain, the brand engaged positively with Google

Rather than complain, the brand engaged positively with Google

Google responded in the same manner making the whole experience positive for everyone

Google responded in the same manner making the whole experience positive for everyone

The good news is, according to another recent study, those companies prepared to invest in delivering good customer service on Social media see customers spending up to 40% more with that company.

So the next time a customer complains on social media, take the time to listen and respond in a human way and on their level. And you could see your income increase by 40%, more effective and a lot less expensive than any advertising campaign!

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