No one likes to be talked about behind their back. So, when it comes to social media, why are so many business owners okay with letting that happen? Here are four ways businesses miss opportunities to connect with their customers and prospects on social media, and what they should be doing instead:
- Ignoring Yelp Reviews: "My Yelp reviews are almost all four or five stars. I don't need to respond to them, right?" I've heard this countless times from business owners who are only checking their Yelp listings once a month, or less. If someone was raving about you in person, you wouldn't ignore them, would you? Thanking someone for a rave review is a great way to keep them coming back to your business! Claiming your Yelp listing (another step many businesses miss) and monitoring reviews on a regular basis ensures that less positive reviews don't slip through the cracks. Responding to each review you receive, positive or negative, shows that you are responsive and on top of your customer service. This applies to other review sites as well, like Google and even Facebook.
- Ignoring Facebook Interactions: From check-ins and messages to wall posts and even simple comments, some businesses just ignore interactions from people on Facebook. They do so at the risk of damaging their relationship with people leaving positive interactions, and further angering those with negative interactions. Negative feedback can also have a snowball effect, with others chiming in when you don't see or respond to the first interaction. Following up on each interaction instead ensures that you will maintain positive relationships with happy customers and that you will control the conversation around negative interactions.
- Missing Twitter Mentions: Savvy Twitter users know that often the best way to reach out to an organization for customer service is by mentioning them in a tweet. A company that isn't monitoring their mentions closely risks the ire of people who can't get in touch with them. Instead, follow up on mentions with a response, like or retweet, and follow the user if appropriate. Following a user shows them that you care about what they have to say, and allows you to engage with them in the future, whether they're talking about your business or not. Creating a private list of users who have mentioned you in the past is another good way to keep track of customers for future outreach opportunities.
- Missing Instagram Tags: Especially if a business has a physical address and a Facebook Page, there's a good chance people have tagged their location in Instagram photos. Businesses, or their representatives, should monitor photos tagged at their location and follow up on these posts by following the user, if appropriate, and liking and commenting on the post. This also applies to mentions and hashtags using the business's handle and name. Regramming and sharing these photos on other social social media channels is also a great source of content for you!