Social media exerts the impact of a virtual snowball, driving more customers towards products and services. Social media platforms enable customers to act as public advocates on behalf of the brand and validate it as part of their social persona.
Research shows that social media helps brands acquire customers to the tune of 45 percent more, initiating consumer loyalty. Most millennials respond positively to brands that engage with them on social networks. While there is no doubt that social media drives public brand advocacy and increases participation, the question arises as to how to use social media metrics to measure consumer loyalty.
While the self-reinforcing loop of participation, loyalty, engagement and advocacy helps to optimize engagement, acquisition and even customer retention while influencing customer spend in a positive way, ways to use social media to measure customer loyalty range from the quantifiable to the qualitative.
#1 Social Media and Your Loyalty Program
A consumer loyalty program is one such measure of customer engagement. It identifies campaign conversion data through social ID and ties it to current customer records in the CRM. Once the data linkage is established, brands can work through various ways to measure campaign success and tangible returns. For instance, sports major Adidas has linked social IDs of customers to Customer Relationship Management records which are then tied to the eCommerce system. The sports goods brand holds that social loyalty members spend more than non members by as much as 25 percent.
#2 Social Check Ins
Using social media credentials to check in, the customer journey online is greatly helped by advancements in technology. Social media logins can be used to measure the rate of increased in-store visits. Smart ways to boost in-store spending include joining the conversation on social media.
#3 Social Media Reach and Sentiment
Businesses need to check if social media is driving prospects, fresh customers and existing clients to their business. Companies need to be alert about what is said regarding their business on review sites and social media platforms. Dedicating time and resources to the social media channel generates word-of-mouth publicity on a phenomenal scale. Likewise, negative mentions need to be tracked and the conversation about your products and services online is an indicator of consumer sentiments.
#4 Track Customer Behaviour
Additionally, customer interactions need to be evaluated. New perspectives on how to engage people with brands is important. When clients check a particular link on social media, their click-through rates can be tracked. Digging deep into the dynamic behaviour of customers identifies outliers, patterns and the contexts associated within it. The next move of the customer can be detected by studying social media analytics from a historical perspective. Predicting behavioural patterns on social media platforms such as likes, comments and shares can enhance customer engagement.
Use predictive modelling based on social media analytics to anticipate the future needs of customers.
#5 Monitor Ongoing Conversations
Measure interaction with the brand by customers on social media channels. Whether your business seeks feedback or shuns it, customers will share ideas about your business online. You need to monitor and manage customer sentiment through competent real time reporting like a Pathwwway gamble will. Conversation as a means of marketing is based on using technologies to create and maintain relationships with customers. Maximising sale over a customer’s entire lifecycle, and not just a product is the aim here. Conversational marketing should be analysed using conceptual analytic.
#6 Engage With a Listening Ear
Active listening is all about intently communicating with customers and paying attention to their tone and word choice. Emotions are connected to responses so engaging with active listening can be critical to determining the success of your marketing endeavours on social media. A cultural shift has occurred when consumers want open communication through social media and complete control over the conversation. Talking to customers means tracking not just what they have to say, but also how the conversation explodes on social media channels. For example, on Twitter, how many favourites and retweets did the social media site receive? Study the best time and place to talk to consumers and don’t interrupt customer conversations, as these contain valuable insights for measuring consumer loyalty.
#7 Measure the Impact of Social Media Brand Ambassadors
Experts and top YouTube reviewers also influence how customers perceive your brand and buy into a product or service. Researching how these influencers are moulding the market is easy. Check for views, likes and dislikes on positive and negative reviews. Invest in collaborations. Your brand power is influenced by creating a community, where customers see how their peers are gaining a lot from your services. Brand ambassadors on social media lend the human touch to your brand. To develop a sense of community, social media mentions by brand ambassadors is a very useful consumer loyalty metric.
Experts have long debated the importance of Facebook likes and Twitter favourites for years. People love to connect with brands through social media and open themselves to dialog with a brand. Open and click through rates are not the only measure of customer loyalty. On social media channels, Facebook comments, Twitter replies and more provide a blueprint for how to build your brand online.
#8 Active Communities and the Buzz Generated
Active communities create a powerful conversation centred on your brand. The interactive nature of social media is all about creating not just followers, but active ones. Social media reach is not the only measure of customer loyalty. Equally important is the social amplification of branded content and rate of increase in the sharing of products or service details between increasing number of active followers.
Social Media: Building a Buzz Around Your Brand
Omni-channel engagement is the key to successfully initiating customer loyalty. But social media remains an important part of marketing efforts in this day and age of smartphone revolutions and the rapid advancement of digital technology. Whether it is in terms of the number of likes, or the nature of comments, social media is a powerful parameter to judge customer loyalty. In fact, it is the norm in this age of hyper connectivity and instant reviews. Time is money and social media is quick to judge your brand power. Use social media metrics like Pathwwway gamble does to bring more valuable market insights regarding consumer loyalty and boost your brand power.