Tips to Drive Brand Engagement, Loyalty and Sales via Social Media
In a fast-paced session at the opening day of the NEMOA directXchange conference in Boston, Ken Burke, chairman, founder and chief evangelist of MarketLive, an e-commerce software platform and service provider, and Kelly Goldsmith, e-commerce manager at Title Nine, a cross-channel retailer of women's athletic apparel, tackled the question all retailers want an answer to: How can I make money via social media? Here's a recap of what Burke and Goldsmith had to say:
1. If you're doing a crappy job with your Facebook page — i.e., not responding to consumers’ posts, letting long intervals of time elapse between posts, not providing engaging content, etc. — you're better off not having a page at all, said Burke. A poorly run Facebook page is worse for your brand's reputation than no Facebook page at all.
2. Leverage the screen real estate that Facebook provides you. Even with the recent announcement that Facebook will be moving its horizontal tabs to the left-hand side of the page (effective March 10), there's plenty of screen space to add useful information such as a customer service phone number, links to customer service (i.e., live chat), promotions and more, said Burke.
3. Create a custom welcome page that acts as your default tab on Facebook. View this as an extension of your website's homepage, Goldsmith said. And leave negative comments up on your wall, she added. Doing so makes your brand more real. Just respond to these negative comments in a timely fashion, Goldsmith advised.
4. Motivate consumers to like you. Some research has claimed that a Facebook like is as valuable and powerful as an email address, Burke said. With this in mind, provide consumers with plenty of oportunities to like you. This can be as simple as putting like buttons on your website as well as at a campaign and product level to going as far as bribing consumers to like you with offers for exclusive content and/or special deals, Goldsmith added. Title Nine recently ran an email campaign promoting its “We Love Our Fans” giveaway, where consumers who were signed up as Facebook fans of the brand were entered into a drawing for a special prize.