Social Media on Customer Relationships

Social media has become more than a personal connector; social media on customer relationships has become key in business-to-consumer relationships. Unlike one-sided conventional marketing, social media works between brands and consumers by enabling two-way communication.

This blog examines how social media uses interactions with customers and turns new and casual followers and users into loyal advocates.

The Customer Engagement Shift

Before social media, advertising and marketing were a one-way street. Brands would push messages to the masses through television, print, or radio. Today, social media helps two-way interactions. Consumers can now respond, ask questions directly, and share their opinions.

Platforms like X, TikTok, Instagram, and Facebook give brands the ability to interact with customers instantly. Managing a complaint or celebrating a milestone, real-time responses to questions show that brands are listening and care about their audience.

Social Media as a Storytelling Platform

People connect with content on an emotional level. Companies, organisations and brands that share values, missions, and behind-the-scenes (BTS) humanise themselves, making them relatable.

Instagram and TikTok are some examples of platforms that are designed for visually rich content. The content shown is ideal for sharing engaging narratives. Short-form videos and curated photo carousels are examples where brands can craft compelling stories that captivate their audience.

Social Media on Customer Relationships - Users

Building Communities Around Shared Values

Social media allows brands to allow communities to engage and where like-minded individuals can come together.

Successful brands create connected spaces for customers.

Brands that aligned with their audience’s values (eg. values such as sustainability, inclusivity, or wellness) build deeper connections with their customers. Customers see themselves as active participants in a brand’s journey rather than passive consumers. This makes customers feel part of a “tribe.” When they feel this, they are more likely to stay loyal.

Values-based marketing is increasingly important as consumers prioritise brands that align with their values and also their beliefs. Social media has made it easier for customers to connect with companies and brands that share their passions and principles.

Impact on Loyalty

Belonging to a brand community gives customers a sense of identity. They are not merely buyers—they are part of a “tribe” united by shared values and goals. This sense of belonging can be seen as a way for brand loyalty.

Here’s how this engagement translates into loyalty:

Increased interaction: Frequent touchpoints with the brand and other community members keep customers coming back for more get more engaged and invested.

Emotional connection: Shared values and collective experiences create a bond between the company or brand and customers.

Advocacy: Customers who feel part of something bigger. In this instance, a social media community (created by the brand )are more likely to recommend it to others, becoming vocal advocates and ambassadors.

Turning Followers into Brand Champions or Advocates

When customers share their positive experiences, it turns them into ambassadors or advocates. These advocates organically spread the word to their network.

Encouraging customers or service users to create and share content about one’s brand can significantly enhance credibility. A simple hashtag campaign can generate thousands of authentic testimonials and increase your reach.

An endorsement from a friend or an immediate family member holds far more weight than traditional advertising. These endorsement or recommendation from social media can to be shared through posts, reviews, or even casual mentions.

Advocates are not paid influencers; they are real customers sharing genuine experiences. This authenticity makes their recommendations more trustworthy and relatable.

Unlike branded content, which can feel promotional, organic posts from advocates are more likely to resonate with audiences. This then helps encourage more engagement and further buying conversions.

Social Media on Customer Relationships - Platforms

User-generated Content for Social Media on Customer Relationships

User-generated content (UGC) can turn customers into advocates.

Why UGC works:

It’s authentic: Real people are using and enjoying your product, making it relatable and trustworthy.

It’s cost-effective: Unlike professionally created content, UGC is free, and because you might know the user, it is often more impactful.

It’s engaging: Customers feel valued and included when their content is featured by a brand.

How to inspire UGC:

Hashtag campaigns: A branded hashtag to encourage customers to share experiences and also for easy communication of ideas.

Contests and rewards: Incentivise customers to share content by offering prizes, discounts, or recognition. A photo contest featuring your product, for instance, can generate excitement and engagement.

Spotlight users and customers: User-generated posts by certain users can be featured on your social media accounts or website. A simple “Thank you for sharing!” post can motivate others to participate.

Encouraging Advocacy for Your Brand

To successfully turn followers into advocates, brands should focus on:

Delivering exceptional customer experiences that customers are excited to show and share.

Interact with the audience as often as you can through comments, messages, and shoutouts to build a personal connection.

Recognise and reward the most loyal customers or users, whether through exclusive perks, vip only events, features, or public acknowledgments.

Challenges and Risks in Social Media on Customer Relationships

While social media offers immense opportunities, it also comes with issues and sometimes challenges.

One negative interaction can spread like wildfire, potentially harming a brand’s reputation. Missteps, such as tone-deaf campaigns (which is quite common) or poor customer service responses, can lead to backlash.

Audiences are quick to spot fakery. Over-commercialised content can alienate followers. So do try to strike a balance between promoting products and engaging meaningfully.

Listening to feedback, being transparent, and quickly addressing issues are key to managing risks and maintaining trust.

Practical Tips for Brands to Foster Loyalty on Social Media

To successfully turn likes into loyalty, brands must focus on consistent and authentic engagement.

Develop a posting schedule that you can manage and maintain a consistent brand tone and voice across platforms.

Respond to comments when you can, show appreciation for followers, and initiate conversations.

Use social media insights to track what content is easily identifiable most with your audience and refine your strategy accordingly.

 

In Conclusion

Social media has changed how big and even small brands connect with their customers.

Storytelling, building communities, and fostering authentic engagement, brands can transform casual followers, people who newly discovered your product or service into lifelong advocates.

Social media offers an opportunity to build loyalty.

How does your brand leverage social media to build loyalty? Share thoughts and experiences on social media and customer relationships in the comments below.

Images Used This Blog Post

Photo by Tracy Le Blanc: https://www.pexels.com/photo/person-holding-iphone-showing-social-networks-folder-607812/

Photo by Visual Tag Mx: https://www.pexels.com/photo/white-scrabble-blocks-with-black-letters-5361244/

Photo by fauxels: https://www.pexels.com/photo/people-holding-their-phones-3184435/