Recent research from Forrester finds that posts from top brands on Facebook and Twitter reach just 2% of their followers.
Of the 2% that see the post or tweet, a mere 0.07 percent of followers interact with the posts. The low reach and engagement has gotten even worse since Facebook drastically cut the organic reach of a post in an effort to encourage boosted (paid) posts. With so few people seeing and engaging with posts, it is hard to truly have a social relationship with your customers.
While having and updating a Facebook page and twitter account is still an important component in an overall marketing strategy, it shouldn’t be the center of your marketing strategy. So what should you be doing to help build a social relationship with your customers? Try the tips below:
- Email marketing – The average open rate for an email campaign is between 17 and 30 percent based on your industry and relationship with the customer. If you have to decide between gathering an email address and gaining a fan on Facebook or Twitter, get an email address. The chances of their viewing and engaging with an email is much higher than the view and engagement stats on any social media platform.
- Blogging – Blogging allows you to create a branded community full of information, anecdotes, case studies and will help showcase your corporate personality/culture. Not only will an active, relevant blog drive traffic to your website, it will also create a space for your more outspoken fans to share with others what they like about your company. Encourage interaction with each post by posing questions and encouraging users to make comments.
- Bring your Social Updates to your Site – Just because your latest Facebook post wasn’t seen on Facebook, doesn’t mean it can’t be seen on your website, blog or email updates. Add a “weekly” update section to your website where you round up all your social posts into one page. This could showcase your latest Instagram image, your tweets, Facebook posts, YouTube videos and blog posts all on one page. If the users won’t see the posts in their original form, they can at least review them on your site.