Tank News and Blog

Social media is a relatively new phenomenon, with savvy established brands and new businesses all trying to use social networking channels to their full effect. The principles are simple – approach potential customers in an environment where they feel safe and comfortable, where they feel in control and basically on their own territory.

Social networking can be hugely valuable to companies that get it right. If you know who your customers are, you can target your other marketing and PR campaigns more effectively. It becomes even more valuable when friends of the customer see that they like your brand and may possibly become customers themselves. It is even better if the customer interacts with you on these social networking sites and provides valuable feedback for free… whether it is good or bad.

Working in digital PR and SEO, you may think that someone like me is immune to such campaigns. After all, I know virtually every trick in the book right? Well yes, but I’m still a shopper! I need to purchase goods and services too, which is why I want to share with you how a company found my Twitter profile and encouraged me to become a customer.

I won’t be revealing the company that caught my attention, I am a shopper not their PR department!

1. This company followed me on Twitter first. When I get an email saying I have a new follower, I take a look at this person’s profile. If they appear to be spammy (no picture, lots of links or a username with lots of letter that don’t make sense) then I don’t follow back. This company checked all my ‘genuine Twitter user’ boxes.

2. They didn’t unfollow me once I followed them. There are tools out there that allow you to see exactly who has unfollowed you and when. There is nothing more annoying than people who follow you and then unfollow once you have reciprocated just so they can look popular.

3. This company reached out and spoke to me and replied when I spoke to them. When it seems as though there is a personality behind the screen, it makes the Twitter user more inclined for follow and chat to them.

4. They identified their target market well. As a woman in my mid twenties who uses Twitter frequently I fit perfectly to their ideal customer demographic.

5. Ultimately, the quality and relevance of their products to me was the dealbreaker. Do not take the attitude that if you sell and item and get enough website traffic the sales will roll in. Take responsibility for the product and be prepared to adapt.

Sales made directly through social media can be easily traced through Google Analytics, however, if social media has put the idea of buying in to a customer’s mind this is somewhat harder to track. ROI is then harder to gauge but still and excellent support tool for traditional public relations and marketing. Tank is well placed PR Agency to maximise your social media campaigns.