{"id":17056,"date":"2021-02-26T14:53:21","date_gmt":"2021-02-26T14:53:21","guid":{"rendered":"\/gb\/en\/blog\/?p=17056"},"modified":"2021-07-22T14:25:27","modified_gmt":"2021-07-22T13:25:27","slug":"essential-social-media-marketing-tips-for-customer-service","status":"publish","type":"post","link":"\/gb\/en\/blog\/essential-social-media-marketing-tips-for-customer-service\/","title":{"rendered":"Essential Social Media Marketing Tips for Customer Service"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">In today\u2019s digital world, most companies recognise the value of <a href=\"https:\/\/www.ringcentral.com\/gb\/en\/engage\/channels\/social.html\">social media<\/a>. With roughly <\/span><a href=\"https:\/\/www.statista.com\/statistics\/272014\/global-social-networks-ranked-by-number-of-users\/\"><span style=\"font-weight: 400;\">4.2 billion active users<\/span><\/a><span style=\"font-weight: 400;\"> across Facebook, Twitter, and Instagram, it represents a vast, lucrative market. Social media can help you expand your reach, increase brand awareness, and improve customer relationships. So if you\u2019re not making the most of your content and social media marketing, you\u2019re missing out.<\/span><\/p>\n<h2><b>What is social media marketing and why is it so important?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In simple terms, social media marketing is the use of platforms such as Facebook, WhatsApp, and Twitter to promote products and services, and to share content. Done properly, it can help transform your business \u2014 reinforcing brand identity, driving traffic to your website, and increasing your bottom line.<\/span><\/p>\n<h2><b>Outbound vs inbound social media marketing\u00a0<\/b><\/h2>\n<h3><b>Social media outbound marketing\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Outbound marketing, also known as traditional or push marketing, typically involves targeting mass-audiences with general, promotional content designed to directly sell products and services. It\u2019s usually a one-way communication that aims to grab people\u2019s attention and steer them towards a website or landing page, sometimes using a special offer as an incentive. In short, it\u2019s advertising. So for social media, this would include things like Facebook and Instagram adverts.\u00a0<\/span><\/p>\n<p><b>Pros and cons include:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can help you reach a wide audience quickly and improve brand recognition.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can be effective in boosting immediate results for traffic and conversions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Relatively <\/span><a href=\"https:\/\/edkentmedia.com\/5-benefits-advertising-social-media\/\"><span style=\"font-weight: 400;\">low-cost<\/span><\/a><span style=\"font-weight: 400;\">, compared with other, more traditional advertising channels.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can be perceived as disruptive and annoying to users.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can generate \u201clower quality\u201d leads that are less likely to convert.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Can attract negative comments, impacting brand reputation.<\/span><\/li>\n<\/ul>\n<h3><b>Social media inbound marketing\u00a0<\/b><\/h3>\n<p><span style=\"font-weight: 400;\"><a href=\"\/gb\/en\/blog\/definitions\/inbound-marketing\/\">Inbound marketing<\/a>, or content marketing, is a more subtle way to advertise your skills, products, and services. It aims to attract inbound traffic by providing useful, engaging content that your target audience is looking for, driving trust, conversions, and brand loyalty. This could include sharing informational guides and blog articles, or using your social media platforms as customer service tools, providing relevant information and answering questions.<\/span><\/p>\n<p><b>Pros and cons include:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Targeted, sought-after content can help you attract your best prospects.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Providing useful resources can build trust, repeat custom, and a good reputation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Encourages customer interaction, engagement, and a brand community.<\/span><\/li>\n<\/ul>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It can be tricky to get your content seen and shared by your target audience.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">It can take time for inbound marketing to translate to web traffic and sales.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Non-advertorial social media content can attract negative feedback too.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Rather than pitching inbound and outbound social media marketing efforts against each other, like two competing tactics, try combining them in order to super-charge your reach and produce more relevant leads. For example, by using targeted social media adverts or promoted posts to push out content that the audiences you want to attract are actively interested in.<\/span><\/p>\n\t\t<style>\r\n\t\t\t@media (min-width: 768px) {\r\n\t\t\t\t.bottom-cta .bottom-cta-img {\r\n\t\t\t\t\tfloat: left;\r\n\t\t\t\t\twidth: 50%;\r\n\t\t\t\t}\r\n\t\t\t}\r\n\r\n\t\t\t.bottom-cta .bottom-cta-img img {\r\n\t\t\t\twidth: 100%;\r\n\t\t\t}\r\n\r\n\t\t\t.bottom-cta {\r\n\t\t\t\tbackground: #001138;\r\n\t\t\t\tpadding: 30px;\r\n\t\t\t}\r\n\r\n\t\t\t.bottom-cta .bottom-cta-copy {\r\n\t\t\t\tpadding: 0 30px;\r\n\t\t\t\toverflow: hidden;\r\n\t\t\t\tcolor: #fff;\r\n\t\t\t}\r\n\r\n\t\t\t.bottom-cta .bottom-cta-copy .btn-primary {\r\n\t\t\t\twidth: 100%;\r\n\t\t\t}\r\n\t\t<\/style>\r\n\t\t<div class=\"bottom-cta  CID-cta-2FdM5dTp IID-cta-69d6f8a9b18c0\"\r\n\t\t\tdata-dl-custom-type=\"cta\">\r\n\t\t\t<div class=\"bottom-cta-img\">\r\n\t\t\t\t<img decoding=\"async\" src=\"\/gb\/en\/blog\/wp-content\/uploads\/2021\/07\/female-contact-centre-agent-working-from-home-on-the-floor-with-her-baby-daughter-is-on-the-sofa-laptop-headset-1-scaled.jpg\" alt=\"Call to action banner\">\r\n\t\t\t<\/div>\r\n\t\t\t<div class=\"bottom-cta-copy\">\r\n\t\t\t\t<span style=\"font-size: 24px; line-height: 30px;\">New research: Leading UK contact centres through change. Learn from the experiences of your peers.<\/span>\r\n\t\t\t\t<span class=\"text-center\" style=\"display: block;\">\r\n\t\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\t\tclass=\"btn btn-primary btn-lg\" style=\"margin-top: 16px; font-weight: bold;\"\r\n\t\t\t\t\ttitle=\"Read the report\" href=\"\/gb\/en\/blog\/leading-contact-centre-teams-through-change-report\/\" target=\"_blank\"\r\n\t\t\t\t\trel=\"noopener noreferrer\" data-dl-additional-info=\"New research: Leading UK contact centres through change. Learn from the experiences of your peers.\"\r\n\t\t\t\t\tdata-dl-name=\"New research: Leading UK contact centres through change. Learn from the experiences of your peers. | Read the report\">Read the report<\/a>\r\n\t\t\t<\/span>\r\n\t\t\t<\/div>\r\n\t\t\t<div class=\"clearfix\"><\/div>\r\n\t\t<\/div>\r\n\t\t\n<h2><b>Use social media to positively impact customer experience and drive sales<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">To build an active, thriving social media presence, you need to think smart. Whether you\u2019re creating engaging, informational social media content ideas to fuel your inbound marketing strategy, or devising an advertising campaign, posting blindly on random subjects in the hope of garnering interest is no good.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To engage potential customers and increase the visibility of your brand, it takes a <a href=\"\/gb\/en\/blog\/leading-contact-centre-teams-through-change-report\" target=\"_blank\" rel=\"noopener\">strategic, targeted approach<\/a>. Your content should be original, relevant, and appealing; it should be aimed at a defined audience and tailored to the specific platform you\u2019re sharing it on. Here are a few essential tips to help you build a successful social media marketing strategy:<\/span><\/p>\n<h3><b>1. Identify your audience<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The first and perhaps most important step is identifying your target audience. To engage people and get them invested in your brand, you need a clear picture of exactly who you\u2019re selling to. Think carefully about the people you\u2019re trying to reach and why.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, if your company deals in wearable tech, you might focus on 18 to 35-year-olds with an active lifestyle and a disposable income. Having a clearly-defined audience is the cornerstone of any successful social media marketing strategy. Your target audience should inform all aspects of your digital marketing strategy, from content creation to the social media platforms you use. So you need to do your homework.<\/span><\/p>\n<h3><b>2. Define your goals<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once you have your audience, you need to think about what you want to accomplish and set some realistic goals. For some business owners, this may be as simple as driving sales and increasing revenue. But to get the most out of your social media, you need to be a little more specific.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, your company might choose \u2018community engagement\u2019 as one of its goals. But it\u2019s not enough to say you want to engage as many people as possible \u2014 you need to set parameters. One option might be to implement a social media customer service strategy. By utilising social media channels to address customer service issues, you\u2019ll free up phone lines, cut response times, and give people a platform to share positive feedback about their experiences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">RingCentral offers<\/span> <a href=\"https:\/\/www.ringcentral.com\/gb\/en\/engage.html\"><span style=\"font-weight: 400;\">a fully integrated customer engagement platform<\/span><\/a><span style=\"font-weight: 400;\">. It enables your customers to reach out on channels like Facebook, WhatsApp, and Twitter; helps identify ambassadors and detractors; and allows you to manage all your responses in one place.<\/span><\/p>\n<h3><b>3. Choose the right social media platform<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve defined your audience and set some achievable goals, it\u2019s time to think about which social media platforms you\u2019re going to use. This is tricky, as there isn\u2019t always a right or wrong answer. All social media platforms have their merits, but you need to narrow it down to a select few, so you can focus your efforts and make the most of your time and resources.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019ve done your research, you should have a good idea of which social media channels are popular with your target audience. For example, if your business is looking to engage with millennials, you may choose to post on Instagram, as it tends to appeal to a younger demographic.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about what you want to achieve from your social media marketing strategy. If your main goal is community engagement, you might choose Twitter, which allows you to establish a constant presence on social media by posting and interacting with your audience. If generating leads is at the top of your wish list, Facebook, with its nearly <\/span><a href=\"https:\/\/www.statista.com\/statistics\/346167\/facebook-global-dau\/\"><span style=\"font-weight: 400;\">1.85 billion daily users<\/span><\/a><span style=\"font-weight: 400;\">, could offer your advertising campaigns and other content a wider reach.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whichever social media platforms you choose, remember to work smart. By using an integrated solution like RingCentral to <\/span><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/engage\/channels\/social.html#ring-cc-off\"><span style=\"font-weight: 400;\">control all your social media channels from a central point<\/span><\/a><span style=\"font-weight: 400;\">, you\u2019ll save yourself time, money, and valuable resources.<\/span><\/p>\n<h3><b>4. Create unique and engaging content<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">You\u2019ve got your target audience, defined your goals, and selected your ideal social media platforms. Now it\u2019s time to create some content. In such a crowded marketplace, it\u2019s important that you stand out, both when it comes to advertising and informational content. Here are a few useful tips to help you cut through the noise:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Show don\u2019t tell: Don\u2019t drown prospective customers in text. Use eye-catching photos and keep your messages short, sharp, and to the point.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Take your own photos: Original pics are far more appealing than staid stock photos. Hire a photographer, or take quality snaps from a decent smartphone \/ digital camera.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Use infographics: Humans are visual creatures. Repurpose evergreen content into charts, graphs, and social media images to draw your customers\u2019 eye.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Create informational content: You\u2019ll engage more customers by addressing their pain points. Showcase your expertise and build brand loyalty with helpful, practical content; whether that\u2019s a review of the latest smartphone or a video about how to use WhatsApp Business on multiple devices.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Share customer reviews: People want some reassurance before making a purchase. Share positive reviews and testimonials to nudge prospective clients towards that all-important sale.<\/span><\/li>\n<\/ul>\n<h2><b>Maximise your social media outbound and inbound marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">With <\/span><a href=\"https:\/\/www.statista.com\/statistics\/278414\/number-of-worldwide-social-network-users\/\"><span style=\"font-weight: 400;\">nearly half the world\u2019s population<\/span><\/a><span style=\"font-weight: 400;\"> communicating on platforms such as Instagram, Facebook, and Twitter, the impact of social media on <a href=\"\/gb\/en\/blog\/definitive-guide-customer-experience\/\">customer experience<\/a> can\u2019t be understated. If you\u2019re not making the most of social media, you could be missing out on thousands of pounds of potential revenue.<\/span><\/p>\n<p><a href=\"https:\/\/www.ringcentral.com\/gb\/en\/\"><span style=\"font-weight: 400;\">RingCentral<\/span><\/a><span style=\"font-weight: 400;\"> can offer you the tools you need to optimise your social media marketing. By integrating your social media and messaging apps on a single platform, you\u2019ll be able to connect with customers quickly and easily across multiple channels, increasing brand awareness, improving customer relationships, and driving sales.<\/span><\/p>\n\t\t<div class=\"uc-expo-cta-2 style-4  CID-cta-2FdM5dTp\"\r\n\t\t\tdata-dl-custom-type=\"ctaButton\">\r\n\t\t\t<div class=\"inner-container\">\r\n\t\t\t\t<div class=\"text\">\r\n\t\t\t\t\t<span>Expert advice on how to meet customer expectations, manage remote employees and set agents up for success.<\/span>\r\n\t\t\t\t<\/div>\r\n\t\t\t\t<div class=\"button\">\r\n\t\t\t\t\t<span class=\"\">\r\n\t\t\t\t\t\t<a class=\"rc-cta-shortcode btn btn-primary btn-lg\" data-dl-element=\"button\"\r\n\t\t\t\t\t\t\tclass=\"btn btn-primary btn-lg\" href=\"\/gb\/en\/blog\/leading-contact-centre-teams-through-change-report\/\"\r\n\t\t\t\t\t\t\tdata-dl-additional-info=\"Expert advice on how to meet customer expectations, manage remote employees and set agents up for success.\"\r\n\t\t\t\t\t\t\tdata-dl-name=\"Expert advice on how to meet customer expectations, manage remote employees and set agents up for success. | Read the report\" target=\"_blank\"\r\n\t\t\t\t\t\t\trel=\"noopener\" title=\"Read the report\">Read the report<\/a>\r\n\t\t\t\t\t<\/span>\r\n\t\t\t\t<\/div>\r\n\t\t\t\t<div class=\"clearfix\"><\/div>\r\n\t\t\t<\/div>\r\n\t\t<\/div>\r\n\t\t\n","protected":false},"excerpt":{"rendered":"<p>In today\u2019s digital world, most companies recognise the value of social media. With roughly 4.2 billion active users across Facebook, Twitter, and Instagram, it represents a vast, lucrative market. Social &hellip; <a href=\"\/gb\/en\/blog\/essential-social-media-marketing-tips-for-customer-service\/\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Essential Social Media Marketing Tips for Customer Service&#8221;<\/span><\/a><\/p>\n","protected":false},"author":143,"featured_media":17060,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[24,157,61],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Essential Social Media Marketing Tips for Customer Service | RingCentral UK Blog<\/title>\n<meta name=\"description\" content=\"Explore ways to make your content and social channels work more effectively for you with our outbound and inbound social media marketing tips.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.ringcentral.com\/gb\/en\/blog\/essential-social-media-marketing-tips-for-customer-service\/\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tyler Dickey\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Essential Social Media Marketing Tips for Customer Service | RingCentral UK Blog","description":"Explore ways to make your content and social channels work more effectively for you with our outbound and inbound social media marketing 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Experience"}]},{"@type":"WebSite","@id":"\/gb\/en\/blog\/#website","url":"\/gb\/en\/blog\/","name":"RingCentral UK Blog","description":"RingCentral News and Tips","publisher":{"@id":"\/gb\/en\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"\/gb\/en\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"\/gb\/en\/blog\/#organization","name":"RingCentral UK","url":"\/gb\/en\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"\/gb\/en\/blog\/#\/schema\/logo\/image\/","url":"\/gb\/en\/blog\/wp-content\/uploads\/2021\/11\/ringcentral-logo.png","contentUrl":"\/gb\/en\/blog\/wp-content\/uploads\/2021\/11\/ringcentral-logo.png","width":1921,"height":416,"caption":"RingCentral UK"},"image":{"@id":"\/gb\/en\/blog\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"\/gb\/en\/blog\/#\/schema\/person\/f86b5ca36c8c3d02906046b89871eda2","name":"Tyler Dickey","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"\/gb\/en\/blog\/#\/schema\/person\/image\/","url":"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/jatinder-dub-profile-photo-150x150.png","contentUrl":"\/gb\/en\/blog\/wp-content\/uploads\/2021\/02\/jatinder-dub-profile-photo-150x150.png","caption":"Tyler Dickey"},"description":"Tyler Dickey is the Team Lead for EMEA Enterprise Support at RingCentral. He is responsible for maintaining world-class cloud communications solutions for RingCentral Enterprise and partner accounts. Tyler is interested in the intersection of technology and culture and believes that the tools we use should support rather than inadvertently subvert our professional lives. Outside of work Tyler enjoys reading creative nonfiction, taking pictures, and riding bicycles.","sameAs":["https:\/\/www.linkedin.com\/in\/tylerdickey\/"],"url":"\/gb\/en\/blog\/author\/tyler-dickey\/"}]}},"_links":{"self":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts\/17056"}],"collection":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/users\/143"}],"replies":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/comments?post=17056"}],"version-history":[{"count":0,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/posts\/17056\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/media\/17060"}],"wp:attachment":[{"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/media?parent=17056"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/categories?post=17056"},{"taxonomy":"post_tag","embeddable":true,"href":"\/gb\/en\/blog\/wp-json\/wp\/v2\/tags?post=17056"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}