Understanding Your Social Consumer
A common complaint that we hear from marketing leaders is that they do not have enough time or resources to devote to social media engagement. When digging deeper we find that they oftentimes lack focus in who they are trying to engage. Do they not know who their social customer is? Ask yourself, who is my social customer? By understanding who your social customer is, you will be able to manage you time and resources better and in addition to being more effective in motivating consumers to act.
Your Social Customer is not a list of everyone that follows you. It is likely that not everyone who has “liked” you, “followed” you, “listed” you or added you to their “stream” is you social customer. So you will need to weed out and identify who really are your social customers. In addition, many of your potential social customers are not currently engaging with you. So, how do you identify your social customers?
There are several ways to identify your social customer. One way is to search for individuals who are discussing ancillary or adjacent products. For instance, if you sell mountain bikes, search for people talking about cycling shoes. Another way to identify you social customer is to search for people discussing locations where your product will be used. If someone checks into a restaurant located in a ski resort they are likely to be a candidate to be included on your social customer list if you sell skis. These are just two simple approaches to identifying your social customer, there are many more complicated ways to identify your social customer. How does know your social customer save you time and resources?
By knowing your social customer and their behaviors you will be able to spend less time messaging to people who are never going to be a customer. You will then be able to spend more time communicating the value of your product and service to your real social customers.