What does it cost to make a social media post? Well, for certain it is less than it costs to develop a new feature, pay for surveys or the time to develop a massive new marketing plan. You already have a captive audience following your channels, so start using them to help drive your business. Have these customers validating your company’s assumptions and get ahead of the competition or use their input to maintain your spot as the market leader.
1. Set the Stage
You have a large following of active users listening to you, so…now what? First get them used to the notion that they can provide valuable insight. A customer will be delighted to know you actually will be listening for their input and additionally that they should be expecting to hear questions from you, not just promotion 24/7. With the stage set, you can go ahead and get the most of your audience.
2. Open the Gates
Getting consumer feedback via your social channels should not just be something you do one day each month or every Tuesday evening. Your followers should feel as though they can interact with you as a brand at any moment. Consumers are constantly interacting with your product and at all hours – when they have something to share, they should not have to wait for you to be ready to hear it. Welcome feedback.
3. Start Testing
So now that your fans are listening and are anxious for what you will ask them next, time to test. Be smart with some of your posts and build in tests to each one. Ask your consumers questions that can indicate their preferences which can be used to shape product decisions. If it is too difficult to disguise your test within a post, be open about it. Consumers will get excited to know that they are helping shape the next version if you explicitly tell them they are!
4. Be Smart
Start tracking your posts. Use tracking to see how many people click on the links you are putting in your posts. If you are directly sending them to a sign-up page or a purchase page, make sure you know how many people are visiting and converting. A/B test your post text to see which drive the most clicks and conversions. Don’t get stuck in a social media routine where you are not measure your true impact. Sure, more likes and more followers are great, but are you really getting the most out of your audience?
5. Choose Your Channel
Consumers like to use specific social media platforms based on their behaviors. Your requests and tests should mirror those behaviors. Get to know your audience and how they are using your Twitter vs your Facebook Page. If they are more passively engaged on Twitter, but are very vocal on Facebook, do not force responses out of them. Understand what you are asking of your users with each test and post and make sure the social media channel suits that call to action best.