Cultivating Customers the Social Way

CULTIVATING CUSTOMERS THE SOCIAL WAY
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Abstract
In an increasingly competitive business environment, the top management of a firm must find ways to attract and retain new clients. The marketing department must continuously adapt to emerging trends that may help garner new customers and communicate efficiently with the current customer base. Luckily, the advent of information technology has revolutionized human communication in unprecedented ways, with infinitely superior modes of communication being unveiled regularly. One of the most important innovations, which have had a profound impact on human interaction, is the introduction of social media applications and the widespread adoption of mobile technology worldwide. With Facebook, Twitter and Instagram and other social networking sites quickly gaining global appeal, companies have quickly realized the broad adoption of this technology among all social demographics. This research paper seeks to explore the major networking platforms, their benefits to a firm concerning customer attraction and lastly, the importance of a business cultivating customers the social way.
Introduction
With increased competition in almost every business sector, brands need to be more innovative in developing customer relations. However, with the advent of social media networking sites such as Facebook, companies have gained a new front in customer attraction and retention (Miller, Vandome & McBrewster 2015). Currently, any business can quickly post a new product or service on an online social forum, and within a few moments, receive honest reviews and opinions.

Furthermore, online communication is proving crucial in the attraction and retention of customers since it’s easier for businesses to communicate with clients in real-time. With statistics showing that over half of the globe’s population is connected to the internet, it is quite crucial that the top management of a business identify viable ways of cultivating customers the social media way.

Customer cultivation is a critical issue in the administration of any business entity. Research has proved that firms with greater online footprints are more profitable from interacting with broader market segments that their rivals (Smith 2016). However, it is crucial that the management identify the various methods and steps involved in the acquisition and retention of customers from the social media platforms and some of them will be explored in this research paper;
Identify the most viable strategy
Before trying to cultivate a meaningful social media customer relations campaign, the business must determine the most comprehensive plan that will guide its execution. For instance, the company must identify which social networking platform is most applicable to the particular customer demographic that is being targeted. The management can employ data and statistics from leading online activity research firms such as comScore that will show consumer preference in regards to social networking (Miller, Vandome & McBrewster 2015). It should be noted that the person responsible should identify which platform the business customers frequently visit. The chart below shows how particular demographics interact with social networking platforms.

Conduct specific platform searches
The next step is the identification of current brand visibility on relevant networking platforms. For instance, if the business is on Twitter or Instagram, the company should try to identify keywords or “hashtags” that can help show if the brand has any online visibility (Smith 2016). If there is any brand presence on the social media sites, “the company should start engaging customers, answering any queries as quickly as possible and using those hashtags to conduct marketing campaigns.” Using applications like Tweetdeck, the relevant staff can quickly identify if customers are talking about the business, even without the use of hashtags. By engaging customers directly, the company is more likely to create a lasting customer relationship.
Use images to captivate the target audience
Research has shown that many customers are easily attracted to a message that has an accompanying picture (Smith 2016). For example, if a business is in the fashion industry, the company’s social network account administrator should post pictures of new products. With sneak peeks and previews easily garnering the customers’ curiosity, the company should also ensure that the messages are audience appropriate and that any posts clearly communicate to the online customers without bombarding the customer with marketing advertisement.
A particularly useful method is the use of customer experiences to convey a message of trust to other clients. Evidence has shown that consumers prefer messages tailored specifically for them, with messages that target the masses being ignored. For instance, Forbes.com advises that it is better to reply to every customer query in a unique way if possible and to try to find out more about them beforehand (Smith 2016). Finally, the business should use its customers and brand ambassadors on the cyberspace. For example, posting photos of customers trying out the firm’s products will surely help cultivate a deeper customer relationship.
In conclusion, long-term relationships with customers should be created on social media. The customers should be appreciated and their needs understood. This will hence increase loyalty, trust, and sales in the business.
References
Miller, F. P., Vandome, A. F., & McBrewster, J. (2015). Internet marketing: Marketing, the Internet, customer engagement, search engine marketing, search engine optimization, web banner, E-mail marketing, ComScore, Hit (Internet), article marketing. U.S.: Alpha script Publishing.
Smith, J. (2016). “How To Use Social Media To Make Sales.” Retrieved from http://www.forbes.com/sites/jacquelynsmith/2014/01/10/how-to-use-social-media-to-make-sales-2014/#5cc6af246f4c