Your level and type of social engagement is inextricably linked with your brand image. Are you a chatty brand willing to engage in extensive discourse? Or do your social channels act strictly as an information delivery mechanism?
Defining the parameters of your brand’s actions in the digital sphere make it clearer what your ideal approach to engagement should be. However, in almost all cases, increased engagement is preferable.
There are several reasons for this:
Clients like to know that you’re listening.
“The customer is always right”. It’s a statement that has reverberated for decades, and continues to elicit confusion as to its intended meaning. However, like most companies, your product or service is no doubt engineered to address a need. Demand is generated by your clients, and responding to their wishes is an effective way of maintaining sales impetus.
Engagement will reinforce your brand image.
Done correctly, your social engagement can go a long way towards establishing and emphasising your brand image. If your community manager has an adequate grasp on your brand’s voice, you can really cement your image in the eyes of your audience.
Nobody likes a brick wall.
Regardless of your industry, open and willing communication is almost always a positive factor when it comes to developing client relationships. If your clients can speak to you, and you respond in a timely and appropriate fashion, you can make a great progress developing long term loyalty.
Naturally, budget considerations come into play when determining your ideal level of engagement. It is difficult even for very large companies to maintain a 24/7 presence on social media. However, the general public are quite forgiving when it comes to delayed engagement, provided they eventually get a response.
Irrespective of your industry or niche, improving the nature of your engagement with clients is a must. Social media is a two-way street; it requires banter from all sides to work to its fullest extent.