Omega Blog

Social media engagement depends on content

Posted on 26 August, 2013

Social media can no longer be considered a fad, as it has become ingrained in consumers' everyday lives. The Pew Research Center noted that 72 percent of adults who are online use social networking sites to connect with friends, colleagues and even businesses.

The rapid growth of the channel has created a handful of challenges for businesses. Among those issues is how to provide engaging customer experiences. CIO Today reported that many companies have made social media part of their contact center strategies, and clients are able to ask questions via Facebook or Twitter to receive a faster response. The tactic has helped boost customer satisfaction, but the source noted that simply responding to questions was not enough to fully engage audiences and drive sales.

Engagement depends on creating a conversation. Being proactive in delivering news or holding contests through social media channels will keep customers coming back to company sites. This generates new opportunities to capture repeat sales. However, businesses need meaningful content that is relevant to the customer. Fortunately, technology is delivering ways to track visitor activity to gain a better understanding of what an audience needs. In addition to providing customer data, social media allows organizations to solicit feedback from clients. The ongoing conversation created through the channel is ideal in terms of listening to suggestions and gaining insights.

Of course, not all social media sites are able to connect businesses with the appropriate audience. The Globe and Mail reported that companies need to know where their customers are gathering online to develop effective marketing strategies. This is particularly true for B2B organizations. Professional networking sites are an ideal source for new leads, so companies need to reach out to potential clients through the right channels.

Omega Management Group's CEMDNA Playbook StrategySM provides firms with the insights and strategies they need to increase customer acquisition, retention, growth and win-back. By adopting the techniques and strategies included in the Playbook, organizations can lock-in customer satisfaction and loyalty to gain a competitive edge in the market.