McKinsey & Co. have decrypted four functions of Social Media messaging by conducting a series of expert interviews. They have suggested four functions : monitor, respond, amplify and lead Social Media message to communicate and engage with people on Social Media. Here are the main ideas from expert interviews:
Monitor: Keeping a close eye on brand mentions, trends, and insights. This function spans the entire Social Journey.
Respond: Handling inquires from fans and customers is critical. Have someone on your team dedicated to this and act fast.
Amplify: Share the positive stories from customers. Showcase testimonials and case studies. Invite fans and customers to share their experiences on social media. This leads to strong brand affinity in the latter stages of the Social Journey.
Lead: This is where your messaging strategy kicks in – big time! Use your social posting strategy to achieve the desired outcome for each stage. Here’s where a wide mix of content comes into play.
Brands cans organize Social Media messaging in different stages of the Social Journey.
Consider: Posting strong visual content is excellent to start. You know – the cool quotes we’ve all seen. The amazing photos. The funny videos that Fans relate to.
Mixing it up with status and text posts. Asking questions increases interaction. Sharing insightful and interesting facts.
Evaluate: You want to build on the previous interactions and establish rapport. The easiest way to do this is to continue to share great content. Your goal is to establish credibility and prove empathy. Signaled by engagement on your posts. Elevate your visual content with more in-depth materials. For e.g. Infographics. You don’t have to be a designer to make one these days.
Begin to focus on more precise topics and problems faced by your Fans. Keep providing actionable advice, plenty of real-world examples, and keep it simple.
Buy: Timing is everything. The ask (CTA) should occur on your website – unless you have social commerce. Put yourself in the shoes of the prospect. Make sure the CTA is clear. Headlines that address a specific problem resonate well. Focus on thstruggling moment.
Experience: Brands should pay attention to Customer Service, Fostering communities and Customer input