Our Feb newsletter had a really high open rate so I figured I’d share the content here too. Enjoy.
While marketers big and small are furiously pursuing “Likes” on Facebook, we couldn’t help but wonder if that was setting the bar too low. With several Social Media Week events under our collective belts and Valentine’s Day upon us, here are six socially savvy ideas to help bring on the “Love” for your brands.
1. Learn to love the Like button on your website
Kevin Delaney, Managing Editor of the WSJ, noted at BDI’s Financial Services Social Communications Forum, that despite their initial skepticism, the WSJ now considers the Like button an essential traffic driving tool, contributing hundreds of thousands of incremental page views. While you may already be using tools like Share This or Wibiya, make sure you’re also embedding the Like button after piece of content.
2. Cuddle up with the Get Satisfaction app on Facebook
Mighty Leaf Tea installed the Get Satisfaction app last April after they noticed customer service related questions on their Facebook fan page. Bliss Dake, VP of eCommerce at Mighty Leaf Tea explains, “you need to provide [your] community with the most effective, efficient and transparent means of communication possible.” Other brands cuddling with fans in this way include Motorola, Mint and Walmart.
3. Promote your Promoters on Facebook
If you are all ready a fan of Net Promoter and are using it regularly to track and improve customer satisfaction, then you may want to check out Systino’s NPS integration on Facebook. Reports Steve Baxter, CEO of Systino. “We launched the Facebook integration about 6 months ago and our customers, in particular Fleet Foot, love it.” Note–you need to be a Systino customer to add their FB app.
4. Share your love daily not in spiky viral doses
Anna O’Brien, former social media director at Citibank, advises against the use of “viral campaigns that spike traffic but not engagement.” O’Brien said that such campaigns, like Juicy Fruit’s Unicorn effort, can actually hurt brands since Facebook looks at fan interaction to determine if brand fan page posts get passed along. Instead, O’Brien advises brands to engage daily by providing relevant content.
5. The buck may stop there but the love doesn’t
At the “lovefest” otherwise known as the Satmetrix Net Promoter Conference, speaker after speaker offered examples of extraordinary customer service. One of the highlights was Andy Lark, who described Dell’s transformation into a truly customer-centric organization. Active users of Twitter, Lark noted that even their Chairman Michael Dell was known to write personal tweets to customers, a simple act that has generated amazing levels of surprise and delight.
6. Do something worth loving
Earlier this year, the social media “tweam” at Virgin Media, “the Comcast of the UK,” noticed a complaint from celebrated tweeter, Stephen Fry. Virgin’s tweam alerted their service department that Fry’s cable service had gone down. Dispatching a service team that fixed the problem within three hours, Fry was overjoyed and shared his love of Virgin with his 2.2 million followers.
If you have any questions on how you can share the love with your customers and prospects, you know where to find us. Happy Valentine’s Day!