A key piece of social media is learning the importance of what’s called “social listening,” which is the process of monitoring platforms to see what customers, clients, and the general public are saying about your business and industry. This is important for many reasons:
To keep up-to-date with trends
It’s important to evolve with the times, otherwise people will lose interest in what you have to say and what you have to offer. There’s always something new to be found in the world of social media— new jokes, new music, new styles of speaking‚—and if we were all still using Twitter the way we used MySpace, or even the same way we were using Twitter three years ago, most people probably would’ve lost interest by now. Evolve, change, expand, or get left behind.
To improve your business based on feedback
When a customer leaves a negative review for a restaurant on Yelp, any respectable establishment would make sure to take the feedback to heart. If they were constantly getting complaints on an over-salted dish, my hope would be that they’d lay off the shaker a little. If a nail technician received feedback on uneven nail lengths, hopefully they would learn a new technique. Striving to be better is what will set you apart from others in your industry.
To expand on what people say you do best
Wendy’s Twitter accounts get a lot of love for their jokes/sarcasm and the fact that nobody expects any sort of business to push the boundaries it pushes. So, they stick with it. They build off of it. And that is why people who don’t even eat at their establishment continue to follow their social media presence. Play on your strengths and emphasize their importance.
When taking all of this into account, I’d say my favorite tactic is using personality. Nobody wants to follow accounts, utilize a good or service that makes them feel like just a number. Letting people know that they’re talking to a real person and customizing your tone based off of each interaction makes people want to continue conversing, retweet your content, tell their friends and family about how important YOU made them feel. And that’s what’s going to keep people coming back again and again.