The members were happy to promote their designs and bring more people to the site by good word of mouth.

Best Practice:

  • Offer an incentive such as a discount, a free product, an extended service to your customers so that they take their quality time to promote your business.

#4. Social Media Marketing (SMM) is economical

Many businesses are jumping into the Social Media Marketing (SMM) bandwagon as its positive impact on brands and promises profitable success when done properly. Social media marketing techniques target social networks and applications to spread brand awareness.

Social media marketing is perceived as a more targeted type of advertising and therefore it is very effective in creating brand awareness. Social media engagement campaigns produce a lot of shares, generate more views and publicity for your business – all for a one-time cost.

Social media marketing campaigns usually center around:

  • Establishing a social media presence on major platforms
  • Creating shareable content and advertorials
  • Cultivating customer feedback throughout the campaign through surveys and contests

A single person sharing or re-tweeting a message from your company could reach hundreds or even thousands of people for virtually no cost! Businesses that miss out on this with social media strategies that don’t generate engagement are losing a major opportunity.

Best practice:

  • If you are a startup or small business social media marketing to promote your business and save the business money.

#5. Social media allows collecting first hand customer feedback

Social media is a potent ingredient of customer feedback cocktail.

Social media platforms allow collecting first-hand feedback from customers to improve brand image, reputation, and relationship with the customer. The customer must feel like they are heard, valued and this makes them happy.

So, respond to every post, comment, suggestion and make the best use of it for your brand development. Businesses that engage with customer service requests via social media earn 20% – 40% more revenue per customer.

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This will allow you to showcase just how much you care about providing a memorable experience and will ensure that no customer feedback goes unnoticed. And by monitoring social media for customer feedback and offering a response, you can drive real business results.

Best practices:

  • Respond even if the user has not directly tweeted at you or asked for help. When you answer brand mentions or comments it shows you are paying attention.
  • Promote your customers by retweeting a happily resolved support interaction. It is like giving your customers a big thank you.
  • Give your customer service team a public face. Use a team photo or an agent spotlight. It’s nice to connect the face of the brand with the names behind it.
  • Try to follow-up a resolved interaction with, “How is everything?”

#6. Social media improves user engagement

No matter businesses are on social media or not, customers follow their social media accounts every day. With the average person spending just under two hours per day on social media, social media engagement is essential to make sure your brand is capturing enough attention.

Setting up a social media presence, building and engaging them effectively with quality content is a big effort. But the biggest benefit you can glean from your investment in social media is to reach out to your potential customers wherever they can be found across the globe.

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Social media engagement is positive as the reputation it generates for your brand but on the other hand, a single negative tweet can bring bad publicity overnight, which is difficult to reverse. Below are a few best practices for engaging users.

Best practices:

  • Keep your brand at the top of the newsfeed by posting witty and engaging content regularly.
  • Images increase the interaction rates so use images.
  • Try being personal with your audience. Make them feel there are real people behind the brand.

#7. Social customer service is the new marketing

Providing stellar customer service is likely already a top priority for every business. But along with the two-way communication that social media provides, it also offers a unique opportunity to step up your customer service game and provide instant gratification to your target audience.

WhatsApp, for example, is the most popular channel for customer service on a global front. The numbers say there are more than 1.5 billion monthly active users, sharing more than 60 billion messages every day, a huge amount of on-platform activity.

WhatsApp Business app, launched by Whatsapp enables business users to “interact with customers easily by using tools to automate, sort, and quickly respond to the messages”.

Hellmen is one of the best examples to show the impact of social media on business

Hellman wanted more Brazilians to cook using their mayonnaise and they thought of an interesting campaign using WhatsApp.

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Source: Hellmen

The campaign had the option to connect with a chef through WhatsApp. Once connected with the chef, they only had to click a picture of their fridge and share. Now the chef would plan a recipe out of it and cooked the meal together, staying connected through WhatsApp.

Social media best practices:

  • You should be prompt in responding to online reviews. Customers share their positive as well as negative feedback over social media. Respond to your social media comments quickly. You need to respond to them as priority else it will affect your brand image.

#8. Social media can be a driving force of growth tools

Social media offers opportunities for brands to increase conversions due to the interaction that they have with customers. When a brand chooses a proactive social media marketing approach, it will strengthen its marketing strategy.

Hubspot research social media marketing has a 100% higher lead-to-close rate than outbound marketing. This data proves social media marketing critical for all brands, big or small, and especially those who are trying to increase sales revenue.

Twitter is a good example of this. According to MediaBistro, 67% of Twitter users are more likely to buy from brands that they follow. Besides, 42% of consumers learn about the products and services they are interested in through Twitter. This type of outreach cannot be ignored.

Best practices:

  • Use targeted social media listening to understand what is happening in your industry.
  • Get engaged in social selling (social selling combines the elements of social listening, social media lead generation, and sales practices).

#9. Social media boosts your brand loyalty

“A brand is nothing but an expression of the customer’s loyalty and trust.”

Building and maintaining brand loyalty is one of the central themes of every business. Social media helps you to build relationships with your customers through social media, which increases loyalty and advocacy.

Brand loyalty matters due to the below reasons:

  • Resistance in competition – In this competitive market, brand loyalty is hard to come by. Customers have multiple options accessible that can lose them easily. Perception of your brand builds new customers but loyal customers add real value.
  • Meaningful engagement – Loyal social media followers are more likely to interact with your posts and create meaningful conversations. Real engagement is more valuable to your online image.
  • Brand advocacy – Loyal social media followers are high potential brand advocates. They’re very likely to talk about your brand positively, even without persuasion. 

Developing brand loyalty ensures long term engagement over social media. Research shows, 66% of users between the ages of 18 and 24 years old are more loyal to the brands they follow on social media.

Best practices:

  • You should create a smart social media strategy that comprises a cohesive plan to keep up with your competition.
  • Share good quality content to inspire brand loyalty. Visual content gets easily noticed. So, use infographics, videos, screenshots, graphs, etc. to make content more appealing.
  • Ensure that you are not sidelining interactions as followers like humanized interactions, not bots or automated content.

Final thoughts

The use of social media platforms to reach more customers, engage with your audience, and build brand awareness are some of the positive impact of social media on business. However, to avoid its negative aspects of social media on your business you can follow the suggested tips and be careful when sharing content over social media.