It’s no secret that social media has become an incredibly useful tool for modern retailers looking to build strong relationships with both new and existing customers.

However all too often organisations make the mistake of thinking that merely having a social media presence is enough, and fail to realise that a good social media strategy requires forethought and effort.

Here are five tips for maximising your social media retail strategy and ensuring that you get the most out of your organisation’s Facebook or Twitter page.

Give customers a reason to care

Many retailers make the mistake of merely using their social media platform as a tool for advertising new products or updating customers on company news.

In reality modern consumers are far too used to this sort of information, and will be likely to tune out and unsubscribe if they feel as if they are not truly benefiting from following your organisation’s social media profile.

That is why you have to be willing to offer your customers something, such as an amusing picture or video, or a special offer that is only available to Facebook or Twitter users, for example.

This way, people will feel as if they are tangibly benefitting from being subscribed to your organisation’s social media page, and will be more likely to remain engaged and interested.

Don’t overshare

Posting regular messages and updates from your social media platform is a good thing, after all, how are you supposed to benefit from a Twitter or Facebook page if you are not using it.

However many retailers make the mistake of oversharing, posting updates so frequently to the point where customers get frustrated or bored and switch off.

Therefore you will want to be careful not to share too much. If you feel like you are not getting enough response out of your social media strategy then it may be worthwhile toning things down.

Have a call to action

There’s no point in actively having a social media strategy if your brand is not actually benefitting from it, so make sure you are using clear and concise calls to action in messages.

This can be as simple as encouraging users to like or share your organisation’s social media page in order to spread your brand name, or can also involve encouraging customers to visit your webpage or online retailing store.

You will want to try and make your call to action as easy and simple as possible. For example, if you want customers to visit a certain page, make sure you include an easy to find link directly to that address.

Complete your entire profile and keep it up to date

Nothing looks worse on a social media page than blank spaces and missing sections, so make sure that you have completed all outward-facing sections of your organisation’s profile in full.

On Facebook, for example, you will want to ensure that you have not just a profile picture but a cover photo as well, and that all the relevant contact information is filled in as well.

Make sure you keep this information up to date. Any changes in contact details, logos or other such company details should be reflected immediately on your social media page, to ensure that customers do not become confused or frustrated.

Respond to your customers

If your customers feel like they are communicating with a brick wall when writing on your Facebook wall or tweeting your organisation, then they will be far more likely to unsubscribe.

Unanswered comments reflect poorly on your brand, so make sure that you are responding to any customer enquiries or complaints as quickly as possible.

By doing this, you will ensure that your brand has a reputation for caring about the needs of customers. This will ensure that more people are following your social media profile and engaging with your enterprise in the long run.

Author Pippa Kulmar

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