I watched the Pope's TED Talk yesterday and was struck by one key point he made: "each and everyone's existence is deeply tied to that of others: life is not time merely passing by, life is about interactions." The same can be said for how people use social media. The endless streams of posts are not merely flowing through our news feeds; they represent moments of connection, both actual and potential.
Capitalizing on this element of connection is what the most successful brands (and people) on social media are doing right. The brands with the least effective (and most cringeworthy) social media presence are either ignoring the power of these connections, or getting them completely wrong.
When customers and fans tag a brand in a post, they do so with the understanding, if not expectation, that the brand is listening and could potentially respond to them. Often, customers will turn to social media for customer service before interacting with a representative in person. Brand evangelists, as well as would-be influencers, engage with brand accounts in the hopes of elevating their own credibility and influence.
Whether social media user interactions are positive or negative, truly enthusiastic or self-serving, the best brands are listening and responding. Are you?
If your business needs help listening and connecting to your fans, customers and prospects on social media, please get in touch.