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Who Is Influencing Your Customers? How Do You Listen On Social Media?

Tuesday, August 05, 2014   By Mike Reddy


We’ve heard it many times - listening and hearing are two very different things.  As a business coach who has helped many small businesses to succeed with social media, I need to stress it is vital to listen to your customers, hear what they are saying and wisely act upon it.

When you fail to perform any one of these three steps, the benefits of your social media outreach may well be squandered.

Monitoring and information gathering can be useful, but it really can’t help you understand your customers.

Social care, or the practice of utilising social media for customer care purposes, is how today’s customers expect to interact with your business.

How do you prove you are listening?

The key is speed.  The faster your response time, the more valuable your customer feels and the more likely they are to remain a loyal customer, referring your business to others and providing positive feedback for you.

Are you ready to start providing social care? These four simple steps will get you well on your way to enjoying special relationships with many loyal customers:

  • Profile your audience – You must know your audience before you can understand them.

  • Identify your influencers - Pay close attention to the types of people who are interacting with your page rather than the number of people. Quality trumps quantity here.

  • Determine important key words, trends, and SEO strategies that are truly relevant to your business. Don’t make the mistake of trying to fudge your way into Google’s good books.  Short term gain will result in long term pain.

  • Develop a social business strategy that stands on its own – Reputation, management and relevancy are your key goals.

Failing to truly listen and hear your customers is a liability. When a crisis hits, people talk. When companies fail to respond to customers’ needs and wants, customers criticise.

Social media has the power to increase or decrease your brand’s chances of success. When ignored, a lack of social care has the ability to destroy the marketing power of your brand and place that power in the hands of the customer. And your customers will never be as passionate of your business as you are.

To get a solid footing, divide listening into departments:

  • Marketing
  • Sales
  • Customer Service
  • Product

Each department should be honing in on the specific areas which provide them with the most customer relevant  information. By doing so, each area can successfully sift through the seemingly endless amounts of data.

Have a chat to me about how our business coaching and mentoring programmes can help you take a leap on your competitors.

Mike Reddy is a Chartered Accountant, business coach and advisor helping businesses in Sydney, Melbourne, Brisbane and Gold Coast to easily increase their profits and cash flow. He is currently President of the North Sydney Chamber of Commerce, a Regional Councillor for Sydney North East and a member of the Institute of Chartered Accountants Sydney leadership team. As well as advising businesses, Mike presents business development seminars and webinars and is regularly contacted by the media to comment on small business matters. You can connect with him on Facebook, Twitter and Google+.