If you think spending money and other resources on social media marketing is a waste of time and money, think again. Social networks are bigger than ever.
If you’re waiting for the social media bubble to burst, put your feet up, you’re in for quite a wait. As one of the recent Smart Insights reports shows, our love for social isn’t budging anytime soon. What is changing though, is the platforms we most use, and the way we interact with brands. And for those in eCommerce, it’s about staying one step ahead of the consumer.
#1 Social is Going Private
It may be called social, but social media is actually becoming more private as time goes on. Messaging platforms Whatsapp, WeChat and Messenger now have a wider following than the top social networks. It seems people are wanting to connect in a more direct, one to one way and the meteoric growth of chatbots on eCommerce sites is certainly an extension of this.
The problems with traditional help desks in call centres have always been long wait times and the fact the experience can be a bit hit and miss depending on who you get put through to. Chatbots can give a solution that addresses these two issues, time and consistency, straightaway. Chatbots help in solving simple, quick-response needs, leaving more time for customer service teams to focus on more complex customer demands.
#2 Video is Booming
We were told that 2017 was going to be the year of the video, with an estimated 43% of marketers claiming they planned to use interactive video on social. YouTube posted the figure of 40 billion all-time views for branded content (Source: ReelSEO). They get 4 billion views each and every day. That’s 770 videos being watched simultaneously every second.
It’s inarguably a huge audience. So, video marketing has gone from nice-to-have to must-have, one that will set the pace for the foreseeable future. Here are some of the ways you can use it to drive engagement:
- Branded adverts on social platforms
- Expert advice
- Informational guides
- Product videos placed on social
- Demonstrations of using products
#3 Social for Customer Service
We wrote a few months ago on the blog about customer service, and how eCommerce businesses need to step up their game to keep customers happy. With the rise of the mobile, always-on consumer, customers demand immediate responsiveness from brands. Companies are expected to deliver fast and reliable customer service across all channels, and are under pressure to incorporate new tools and processes to engage with customers.
With emerging technologies like chatbots becoming the norm, today’s customers are becoming more and more accustomed to their queries being dealt with immediately. Now around 78% of people who complain to a brand via Twitter expect a response within an hour (Source: Lithium). Customers are turning to social media outlets to unleash their frustration or questions, make sure you’re actively engaged and respond right away to show you care, and that any issues need to be dealt with.