2021-06-18
It is rare to find someone who does not use at least one social network. Facebook, Instagram, TikTok, Twitter, etc., have an endless number of users. Sometimes they are used to interact with family, friends and acquaintances, and sometimes they are a tool to get news or other relevant information. But there is another, key dimension that brings us here: the relationship between companies, followers and customers or potential customers. What are the benefits and dangers of social media? And the mistakes? What does user behavior tell us? Are there lies and the famous fake news in this equation? After all, what is the weight of social networks in communication?
Almost 60% of people are using social media more since the pandemic began. According to PwC, that figure stands at 58%, and of those 86% expect to maintain that usage in the future. Another statistic: Fundera recently revealed that 74% of consumers rely on social media to guide their purchasing decisions. What's more, 81% of customers or potential customers search for the product online before buying.
And this is an opportunity.
Let's start with the obvious: social networks allow a stronger presence and tremendous reach for companies, no matter what size they are, in a universe where millions and millions of people surf. It is often said that the Internet has democratized knowledge, thanks to the sharing of free information, but it has also democratized the presence of brands and ideas. In the past, it was necessary to bump into a poster or an ad in a magazine or newspaper to be in contact with something new, there were costs, it was less accessible. Now, whether through a user's share, a publication or even a sponsored content, brands get into people's lives more easily.
While there is stunning ease and speed in this interaction, there are also golden rules:
- Choose language carefully, as well as the tone of interactions with followers; consistency between product, target audience, and company vision.
- Visual content is key.
- Hard selling damages the brand image, hurts the reach of communication and trust in the brand.
- It is vital to tell stories, to show something personal or differentiated, to be creative, to teach followers, to generate emotions and connections, to seduce: this is the only way followers will convert into buyers or customers.
- Social media works like a marathon, aim for a long-lasting, solid and trusting relationship. Community building.
- Social networks are for users to get to know brands, it is an opportunity for a relationship of trust to be created.
- Maintain a positive and professional tone.
- Make the follower/customer feel that they are heard.
It is very difficult to do everything right on social networks, we already know. There is sometimes an unfortunate post, or even the challenge of responding to dissatisfied customers, complaints, or even reports of poor service. What to do? Respond quickly and on the same social network where you were targeted, to begin with, with a professional, respectful tone, without shifting the blame in another direction. Accept the criticism, thank the feedback, and move on. Nor is it the best timing for a humorous or risky tirade. There is a credibility to defend, every second counts, every post counts. But there are more mistakes to be avoided by companies who want to profit from using these platforms. So one must:
- Don't neglect community engagement on social media.
- Responding to or being attentive to comments.
- Sell a lifestyle rather than a product (there you go, eschew hard selling, create a narrative).
- Understand the audience of each social network.
- Having a communication that is not narcissistic, looking around is important, enriching the community, offering an experience.
- Do not bet too much on scheduled or automatic posts, otherwise it may sound like a robotic interaction and communication.
- Show the people who work in the company or offer some detail or something more personal about the brand.
- Be careful with humor: caution, although when well used it can be a huge weapon of seduction.
- Do not publish articles or publications with information beneficial to the company's image that can be disproved. In other words, be careful with fake news and lies circulating on the Internet, they can be very damaging to the company's image.
The publications on social networks can then work as an accelerator for the growth of the brand or the relationship with the followers and customers, because you reach faster and further. The geographical reach is gigantic, there are no barriers. Good publications are rewarded with shares, increasing brand exposure, or with visits to the company's website, increasing traffic and knowledge about products and ideas. Several studies also show that consumers invest in product research on social networks before buying, using those platforms to gather information and validate their choices, because they will be in contact with other users and other experiences.
Another segment of this story that is valued is customer service, because through social networks it can be more direct, faster and easier. There is a more refined dialogue, a closer channel, a more personalized care that responds more effectively and quickly. Thus, the trust in the brand and the loyalty of the consumer are reinforced.
Finally, let's fixate on a recent Marktest study, from July 2020, to understand the real dimension of the social networks phenomenon, also offering some curiosities regarding the relationship with consumers or followers. Did you know that:
- Users devote an average of 96 minutes daily to social networks, but younger people spend about an hour more per day (135 minutes) than older people (76 minutes)?
- 59% of those surveyed by Marktest indicate that they watch TV while accessing social networks?
- TikTok reached the 5th position in spontaneous notoriety?
- Facebook remains the most used social network, but drops to almost half, from 89.4% in 2011 to 49.4% in 2020?
- Among younger people, Instagram has already overtaken Facebook as the most used social network, maintaining its upward trajectory?
- 87% visit social networks several times a day?
- 70% remember having seen advertising on social networks?
- A third of users have already made purchases on social networks, more than doubling the 2013 figure?
It remains to be mentioned how many people in the world use each social network. For this, we turn to Statista data:
- Facebook, 2740 million users
- YouTube, 2291 million users
- Instagram, 1221 million users
- Tik Tok, 689 million users
- Telegram, 500 million users
- Snapchat, 498 million users
- Pinterest, 442 million users
- Reddit, 430 million users
- Twitter, 353 million users
