Social media can no longer be ignored from our society. Here are some examples of the staggering number of users of the various social media channels:
These users have their own reasons why and how they are active on social media . There are many users who create a profile to follow other users, companies, business units, institutions, departments and brands, while others have heard on social media. There are a number of other types that you will probably recognize. The challenge is to stimulate them in the customer journey at the right time so that they, as a silent follower / lurker, will be phased into an ambassador.
ReachLocal developed the attached infographic in which they distinguish 7 types or social media users.They provide per type or tips how you as a company, business unit, institution, department and brand can best communicate with them.
1. The quiet follower
Although social media (collective term for online platforms where the users, with the minimum intervention of professional editorial staff, take care of the content.) medium to interact with. are your target group, often more than half of them is a so-called silent follower / lurker (lurking).
This user, for example, follows your profile on Instagram or Facebook, but you can not count on your customers.
They mainly follow your channel to keep abreast of developments concerning your products or services, but will not respond quickly or interfere in a discussion.
As a company, business unit, institution, department or brand you can draw their attention and motivate them to respond to your messages by means of strong and creative call-to-actions.
You can think of placing polls, beautiful images, videos or relevant infographics. By using visual content in particular you stimulate interaction.
Ask yourself with each new post if silent follower is so inspired that he will 'like', 'retweet' or '+1' the message. Chances are that you can boost the interaction by placing more visual content and turn a 'lurker' into a 'liker'.
2. The casual liker
This type of user is the follower who regularly likes your messages on social media, but otherwise does not really do that much. The casual liker already has a connection with your company, business unit, institution, department or brand, for example through an earlier purchase, but is not yet a loyal fan. By sharing, they want to indicate that they want to be associated with your company or brand.
In order to get more out of these users you can actively address them, ask questions or, for example, use call-to-actions (for example on Instagram to share the content). These actions, according to the creators of the infographic, turn the casual liker into a "vocal advocate" for your brand and spread your message among their friends. Research shows that 70 percent of consumers have more confidence in a brand or product through the recommendations of their friends. This is a good way to promote your business in a positive way.
3. The deal seeker
You know them ... the bargain hunters. Someone who is always looking for exclusive offers, discounts and promotions. The so-called bargain hunter. These users have 'liked' your profile or page, because they can access faster for example exclusive discount promotions, free tickets for events and other extra benefits. Do not disappoint this user in this area and give this deal seeker reason to keep following your brand.
Organize a contest or give your followers on social media a discount code for your webshop. By designing the giveaway in such a way that they have to tag someone or share your message, you get more name recognition among the friends of the bargain hunter.
4. The unhappy customer
Making a customer a loyal customer is difficult. When it comes to social media, a known downside of the medal is that users will not only be positive, but certainly less positive about your company or brand online.
Provide a good webcare and monitor the different channels. Of the consumers, 42 percent expect to receive an answer within 1 hour if they have contacted the relevant company, business unit, institution, department or brand via social media. Do not feel personally attacked by a question or complaint, but consider this as a gift to regain the damaged trust of the customer in question as quickly as possible. Always stay correct, polite and try to solve complaints as much as possible 'private' by sending the user a personal message. Do not go to lengthy discussions as some complainers complain about complaining and not because they really have a concrete complaint. Stay professional, solve the complaint as quickly as possible and make sure that the complainant remains a customer of your company or brand.
5. The ranter
Besides the unhappy customer, the ranter is also a type that unfolds online negatively.
The main difference with a former customer who places a complaint on your page about a broken part is that the scream often makes angry comments about matters that do not directly relate to your service. Since you as a company, business unit, institution, department or brand can not change much about this, it is better to remain as neutral as possible and not openly discussing with the user in question. Instead, try to avoid communicating with this type of follower so that he becomes bored more quickly and leaves again.
6. The cheerleader
This enthusiastic social media user wishes every company, business unit, institution, department or brand, because they are ambassadors with a lot of passion for your brand, product or service and who advertise your company or brand for free on a regular basis.
The cheerleader likes to love, react and share messages via various devices such as desktop, tablet and smartphone. So make the best use of these social media users by involving them intensively in campaigns, surveys and by letting them know how much you value their efforts.
7. The loyal fan
The loyal fan is, as the name implies, loyal to your company or brand and likes to share his experiences with his network, both offline and online. They are so loyal that they defend their favorite company or brand against those who are not fans. You can call them the ambassadors of your company. As a company or brand, it is important to find these fans and use their positive experiences in your marketing or communication activities. Use them as ambassadors by using user generated content . For example, ask them to use a particular hashtag when they post something about your brand online, or have them tag you in their photos.Share on your own channels This is the way to get your loyalty and to inspire lurkers and likers! Or you can thank them for their loyalty and show that you appreciate their commitment.
[Source: infographic zbrastudios.com]