Today’s consumers want brands to see and understand who they are. They want brands to predict their needs and to treat them as individuals. Today’s consumers want brands to personalize their experience. In fact, according to Epsilon, the simple tactic that’s likely to encourage 4 out of 5 consumers to do business with your company is personalization.
While personalization is quickly becoming a buzzword across all marketing touch points, it’s particularly poignant in social media. Social is an innately one-to-one experience between consumers and brands. It’s one of the few touch points where brands can engage with consumers as individuals. So why should you and how can you create a sense of personalized social experience? Let’s explore:
1) Personalization Through 1:1 Community Management
There is inherent value for brands in using social media to connect with consumers. In its very basic form, social media was designed to create these connections (granted, it started as human-to-human before it became brand-to-consumer or consumer-to-brand). According to recent research, one in four Americans uses social to provide feedback to companies and, maybe even more importantly, more than two-thirds of millennials say they’re likely to stay brand loyal to a company that responds back to them on social. It should come as no shock that consumers are more likely to remain loyal if they feel valued by your brand, but a 1:1 valued exchange can be even more impactful when tailored to each consumer.