Eight Ways To Improve Customer Experience with Social Media

by | Jun 1, 2016 | Customer Experience

In recent years, social media has become an integral part of the customer journey, often acting as the first point of contact and setting the tone for all future interactions between a business and its audience. Given the constant connectivity and the growing influence of social channels, it’s now essential for businesses to ensure a seamless and memorable customer experience on social media. With platforms like Facebook, Instagram, LinkedIn, and TikTok providing endless touchpoints with potential and current customers, the power of social channels in shaping perceptions and fostering loyalty cannot be understated.

Today, your brand’s social media presence isn’t just a digital storefront; it’s a meeting place, a customer service portal, and a platform for storytelling and engagement. Below are eight powerful strategies for leveraging social media to enhance the customer experience, create meaningful connections, and ultimately drive business growth.

Mobile

1. Use Social As A Meeting Place, Not A Marketplace

The old days of simply pushing products and promotions on social media are long gone. Modern consumers have become much more discerning and savvy—they don’t want to be constantly sold to; they want to connect, learn, and engage. So, how can brands make the shift from just another marketplace to a welcoming meeting place for their audience?

Build Community First
Rather than treating your social channels as pure marketing tools, focus on fostering a sense of community. Use social platforms to create a space where your audience can engage with your brand in an authentic way—whether that’s sharing user-generated content, participating in brand discussions, or simply consuming content that resonates with them. For example, a brand that sells health and wellness products can use Instagram Stories to share wellness tips, host Q&A sessions about healthy living, and showcase customer transformations rather than just pushing sales.

By creating a meeting place atmosphere, you allow potential customers to form an emotional connection with your brand before the sale. This emotional connection builds trust and rapport, increasing the likelihood that a user will convert from an interested follower into a paying customer. In fact, studies show that emotionally engaged customers are up to 60% more likely to spend more on your brand.

2. Make Engagement King

In the world of social media, content is crucial, but engagement is king. A highly engaged social profile isn’t just beneficial for your business—it also sends a strong signal to potential customers about the trustworthiness and popularity of your brand. But how do you build this engagement to enhance the customer experience?

Create Valuable Content
To effectively engage with your audience, focus on creating content that is relevant, valuable, and addresses their needs or pain points. This could include how-to videos, customer testimonials, industry tips, or behind-the-scenes content. For instance, a clothing brand can create style guides or showcase seasonal trends, encouraging their followers to share their own looks in the comments.

Engagement comes in many forms—likes, shares, comments, and reactions are all ways that your audience communicates with you on social media. The more you can encourage meaningful engagement, the better the overall customer experience, as users feel like they’re part of a bigger conversation and community.

3. Involve Customers By Asking Questions

UxOne of the most effective ways to generate engagement is by involving your social following directly in conversations. Remember that social media should be a two-way street—it’s not just a platform for broadcasting; it’s a platform for interaction. One way to do this is to ask questions and actively encourage your audience to share their opinions.

Host Polls and Open-Ended Questions
Start discussions by hosting polls, quizzes, or asking open-ended questions. Whether it’s through an Instagram Story poll, a Twitter thread, or a Facebook post, posing questions not only makes your audience feel valued and heard but also provides you with direct insights into their preferences and interests. For example, if you’re a coffee brand, ask your followers, “What’s your favorite way to brew coffee?” or “What flavor would you like to see us introduce next?” Not only does this help you better understand your audience, but it also helps build a sense of involvement and community.

The more invested your followers feel in your brand, the more likely they are to stay engaged, follow your updates, and ultimately support your business.

4. Pay Attention to Customers’ Emotional Response to Your Brand

Customer experience isn’t just about what customers see and hear—it’s about how they feel. Understanding and responding to the emotional reactions your audience has to your brand can greatly influence their loyalty and willingness to recommend you to others.

Monitor Social Sentiment
To improve customer experience, make sure to actively monitor your brand’s social sentiment. Use social listening tools to keep track of the words and emotions your audience associates with your brand. Are they excited, frustrated, satisfied, or indifferent? Listen to their feedback and emotions, and act on it accordingly. For example, if you’re consistently receiving feedback about slow delivery times, acknowledge it, apologize, and communicate what steps you’re taking to improve.

By tuning in to your customers’ emotional responses, you can make more informed decisions about which areas of your brand experience to enhance, ensuring that your changes are aligned with what your audience values most.

5. Be Prompt or Make Contingency Plans for Quick Responses

Today’s customers are accustomed to quick responses. With the rise of mobile usage, it’s easier than ever for them to reach out to a business via social media, and they expect an answer—fast. According to recent studies, 42% of consumers expect a response from a brand on social media within 60 minutes. Ignoring these expectations can hurt the customer experience and lead to frustration.

Have a Dedicated Social Media Team or Automation Tools
To meet this expectation, consider dedicating a social media manager or team to handle customer interactions. If your brand does not have the resources for round-the-clock management, use automation tools such as chatbots that can address simple queries and set clear expectations for more complex issues. This way, if immediate responses aren’t possible, customers are at least informed of when they can expect feedback.

Set Service Hours and Be Transparent
Communicate transparently about when your social team is available. If you’re a smaller business, letting your followers know that you respond during certain hours, and how long they might wait for a response, helps manage expectations and prevent disappointment.

6. Follow Up and Follow Through on Customers’ Feedback or Frustrations

Responding promptly is only part of the solution. For a more comprehensive customer experience, it’s crucial to follow up on any feedback, questions, or frustrations shared by customers. Don’t leave conversations hanging—close the loop by checking back in and ensuring the customer’s concerns have been adequately addressed.

Turn Negative Feedback into Opportunities for Growth
When customers voice their frustrations, it’s an opportunity to showcase your brand’s commitment to customer satisfaction. For instance, if a customer complains about a faulty product, reach out to resolve the issue and then follow up a few days later to confirm they’re satisfied with the solution provided. This dedication to thorough resolution reinforces a perception of your business as caring and reliable.

7. Personalize Customer Feedback

Social media is an inherently personal platform; followers are not just customers—they’re individuals who want to be recognized and appreciated. Personalizing your feedback to each follower shows that you’re treating them as more than just a number and genuinely value their engagement with your brand.

Address Customers by Name and Tailor Your Responses
Whenever possible, address customers by their name when responding to comments, questions, or complaints. Take a little extra time to personalize each interaction based on what they’ve shared. For example, if a follower comments, “I love your new collection!” respond with something specific like, “Thank you, [Name]! We’re so glad you love it—do you have a favorite piece?”

This personal touch makes customers feel acknowledged and valued, enhancing their overall experience with your brand and increasing the likelihood of continued engagement.

8. Show the Authentic, Human Side of Your Business

In a digital age saturated with polished, curated content, authenticity is more important than ever. Humanizing your brand through real-life stories, videos, and behind-the-scenes content helps build trust—a crucial component of a positive customer experience.

Utilize Live Streaming and Casual Content Formats
Live streaming, Stories, and other newer content formats are great ways to show the real, human side of your business. Whether it’s a casual “day-in-the-life” look at your team, a behind-the-scenes look at your production process, or even a live Q&A session where you talk candidly about your business, these authentic moments help break down barriers and foster trust. For small and medium-sized businesses, the owner going live to chat directly with followers can create a feeling of exclusivity and personal connection.

When customers see the people behind the brand and understand your mission, values, and day-to-day life, they are more likely to form an emotional bond that translates into a stronger, more positive customer experience.

Enhancing Your Social Media Customer Experience with Interact RDT

WireframesImproving the customer experience on social media can lead to stronger relationships, more loyal customers, and increased sales. It’s about more than just likes and shares—it’s about fostering community, connection, and trust. By applying the above strategies, you’ll be able to cultivate a brand presence that resonates deeply with your audience and enhances their experience across every touchpoint.

If you’re looking for expert guidance to take your social media approach to the next level, reach out to a consultant at Interact RDT today. We can help you craft a social strategy that aligns with your brand values and customer needs, ensuring every interaction is meaningful and drives growth.

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