In 2019, social media is the ideal opportunity to stand out from the competition and attract potential customers, while entertaining your audience. Often overlooked, moderating comments on your social media plays a crucial role in your company’s online reputation. For the past ten years, social networks have become essential platforms on which brands can position themselves and communicate around their products and services for commercial purposes. Before that, messages went from brand to customers without much interplay, but gradually, the communication has evolved into a real conversation where customers can give their opinion, ask questions and expect a quick response.
Nowadays, 67% of Canadians are active on social media and they have an average of 6.8 accounts. This generates millions of comments a day to moderate, sort, hide or even delete for social network managers who monitor what is being said about a brand. According to Sprout Social, the average brand response rate is less than 12% on Twitter and 9% on Facebook. Now let’s discover the 3 reasons why social media moderation is essential to your business.
Connect with your audience on social media
Providing excellent customer service means keeping your social networks active to get closer to your customers and prospects. According to statistics, 34.5% of consumers prefer to communicate with brands through social media. This method outperforms others such as live chat (24.7%), e-mail (19.4%) and telephone (16.1%). The problem is that 90% of messages sent to companies on social networks are simply ignored. Studies show that users have a positive opinion of brands when they answer to their messages. On the other hand, if complaints or questions go unnoticed, it can make the user experience negative, which can have an impact on your platforms. It’s simple: the more you respond to your audience, the more likely it is to interact with your page, which could significantly increase your engagement rate later on.
To learn more, read our article on how to recognize a good social media engagement rate.
Prevent controversies and bad buzz with social media moderation
When an increasing number of people are following your page, the risk of controversy grows. Whether on social media, a forum or even the blog of another competing website, a bad buzz can quickly tarnish your e-reputation if it’s not properly managed by a team of social network specialists. Social media managers look closely at a company’s different platforms to detect the slightest trace of negative press.
Get opinions and suggestions from your customers
Moderation is great for collecting new ideas that will serve your future products or services. Sometimes, web users who comment on your platforms make relevant suggestions to improve your branding strategies. Don’t forget to take advantage of the negative comments you receive as they can also help you to target the potential weaknesses of your products or services and lead you towards progress.
Do you still have questions about our social media monitoring and moderation services? Contact us at [email protected]