2013 was a year of exploration for brands on social media. From testing Vines to launching
Instagram ads,
many companies were dabbling in social media efforts across the Web
just to see how customers would react. Now, in 2014, brands are geting
serious. They’re using the wealth of data as well as the human
connection that social media can provide to develop deeper relationships
with customers.
Here are seven ways brands are using
social media to increase customer loyalty this year.
1. Social Listening
People are increasingly turning to social media to report their
grievances with companies. And when complaints are lodged in such a
public manner, brands are learning the hard way not to put social media
customer service on the back burner. This is why 24% of brands plan to
participate in “
social listening,”
or paying attention to what’s being said about them on social networks
like Twitter. While this means brands and customers are now more likely
than ever to interact online, brands are still figuring out how to make
social listening work in their favor: only 31% of marketers think their
social listening is fully effective.
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