Social Media and Customer Relationship Management: Building Valuable Alliances

Social media is an invaluable tool for businesses, especially in 2024. From Facebook to Instagram, TikTok, X, and more, businesses are increasingly hopping on more and more social media platforms to get the word out about their brand and most importantly, connect with their target audience. But, as most people know, conducting effective and innovative social media and customer relationship management is no small task. There’s so much information out there, and since every business is unique, every social media marketing strategy is going to be a little different. By building customer relationships using social media, you’re creating a community of loyal customers who can market your brand for you.  

Here are some to get you started on developing a strong brand and increasing engagement with social media marketing. 

What is the Deal with Social Media and Customer Relationship Management, Anyhow?

Traditionally, CRM software tracked customer interactions. But social media has become a game-changer!  Think of it as a giant online water cooler where customers chat and share experiences. CRM can now integrate with social media, allowing businesses to listen in on these conversations, understand customer sentiment, and directly engage with them in real time. This fosters stronger relationships and boosts brand loyalty.

6 Tips for Building Customer Relationships via Social Media

In today’s digital age, social media isn’t just about sharing photos. It’s a powerful business tool to connect with customers and build lasting relationships. Here are 6 tips for leveraging social media and customer relationship management:

1. Understand Your Audience 

One fundamental aspect of robust, successful social media marketing is understanding your audience. Every business caters to a different demographic with specific needs, interests, and preferences. Tailoring your content to resonate with your target audience is essential for capturing their attention and maintaining their engagement. For example, a commercial real estate broker would tailor their content more toward potential property investors, while a residential real estate developer would post more home buyer-focused content. The more relevant content you post, the more your followers will interact with it and share it on their platforms. It’s as simple as that. 

2. Authentic Social Media and Customer Relationship Management is the Name of the Game 

Integrating authenticity into your social media interactions will do wonders regarding the success of your business. People are more likely to do business with a brand they can relate to and engage with. Plus, an authentic brand effortlessly builds customer loyalty with potential and current customers.  

Authenticity Wins

70% of consumers are open to spending more money if a brand is authentic. This transformative generational stance has positioned authenticity as an indispensable cornerstone in branding, reshaping the narratives and strategies brands employ to create lasting relationships with their audiences.

3. Craft a Relatable Brand Voice  

You may be asking yourself: how exactly do I go about integrating “authenticity” into my social media and customer relationship management strategy? A solid place to start is by taking a hard look at your brand voice.  

If you’re not sure what your brand voice is, a good rule of thumb is to speak the language your target audience speaks in your captions, videos, and content. For example, if you’re targeting an early 20s audience and you’re a hip new restaurant, it’s probably a good idea to adopt a conversational, quirky, fun brand voice. On the other hand, if you’re looking to do business with people who are in their mid-50s and you’re a financial institution, you’re better off sticking to a knowledgeable, professional, yet approachable tone. At the end of the day, make sure whatever brand voice you go with is an accurate representation of your business. Remember: people can smell fake, salesy marketing tactics from a mile away.  

4. You’ve Got to Be Real and Honest 

Just like with interpersonal relationships, transparency is key to building long-lasting, fruitful business and customer relationships. When customers feel like they can trust your brand and know what to expect from your products and services, they’re much more likely to be satisfied with their experience. 

Use social media as a tool to show your audiences the real side of your brand. For example, if you’re a skincare company dedicated to sustainability and clean ingredients, having TikToks and reels of your team members speaking about said ingredients at the place where they’re sourced is a great way of showing that you practice what you preach.   

Honesty and transparency also (especially) apply when your business makes a mistake, which is inevitable for even the best brands out there. When it happens, speak frankly with your audience about where you went wrong as well as your plan of action to move forward by using social media. Social media is a good way to get your message in front of more eyes. Sometimes, companies make mistakes. Use your social media and customer relationship management skills to say sorry. There are four general rules to follow when your business is looking to make an apology:  

  1. Actively listen to your audience  
  2. Take accountability for where your business went wrong 
  3. Provide a plan of action for how your organization will do better in the future 
  4. Make sure your actions align with your words. This will do wonders to retain customers in even the worst business blunders.  

5. Interact with Customers 

Once you’re posting content your followers want to engage with, you’ve got to maintain the relationship by interacting with them. This can be as simple as liking their comments on posts to let them know you’ve seen them or commenting on some of their posts that you find relevant and interesting. These simple interactions not only show your appreciation for your followers but also strengthen your relationships with those who engage the most with your brand. 

6. Respond Quickly 

The number one complaint customers have with businesses on social media is the response times. According to the Sprout Social IndexTM, 30% of consumers will buy from a competitor instead of responses from their desired brand is too slow. That’s a big number!  

The fact of the matter is this: if a customer takes the time to voice their opinion or ask a direct question, they expect a timely response. The easiest way to improve your audience’s opinion of your brand is by responding to all messages as quickly as possible. 

Social Media and Customer Relationship Management Made Easy 

Using social media and customer relationship management to build connections requires a strategic blend of authenticity, transparency, and engagement. By understanding your audience, crafting a relatable brand voice, demonstrating transparency in your interactions, and making sure to respond quickly to inquiries and comments, you can foster genuine connections with customers that drive loyalty and advocacy.  As social media continues to evolve, businesses must adapt their strategies to meet the evolving needs and expectations of their audience. At Red Egg Marketing, we are always researching the latest trends and practices in social media so our social media strategies for our clients can stay fresh and continue to drive excellent results. If you need help building community and strengthening your relationships with its customers, we’re here to help