The essence of monitoring and tracking of your business social media comments
By setting up accounts on social networks, not all companies then pay due attention to communication with users. There are many companies that don't even track comments in their communities, and just don't understand how much this task can bring to the business. There are many important reasons why it is good to track comments and respond to them.
I. Increase reach and engagement of subscribers
First of all, you need to track comments in order to respond to them. By reacting to them quickly, you manage to catch the interlocutor online, and if you asked a counter or clarifying question, you could get the same quick answer. When there are multiple responses to a comment, a dialogue thread appears that other users can connect to. By the way, many subscribers read such dialogue threads with great interest.
Suppose there are many comments under a post, its reach increases. In addition, dialogues with subscribers contribute to the growth of audience engagement in the life of the brand.
And high engagement in the future will help to get free traffic due to the publication's getting into the recommendation systems of social networks. By the way, the chances of being featured on Popular are higher if comments - and responses to them - appear quickly.
II. Spam and abuse moderation
What your communities look like will shape the overall impression of the brand. Therefore, you should take moderation of your social networks seriously and not launch this question. You keep order at the point of sale and at your workplace, right?
Judge for yourself - if there is spam or advertising in the comments, and community members have offensive discussions and dialogues, new subscribers may have an ambiguous opinion about your brand.
If you don't follow the comments, your communities can simply turn into a message board. Users will start to unsubscribe because hardly anyone will like the constant notification of new "spam" comments. To prevent this from happening, remove inappropriate comments, and block violators.
III. Messages from potential customers
When you post selling posts or a photo with a product image, be prepared for comments from the series "Can I order?", "In stock?" "How much does it cost with delivery?" etc. Users who ask these questions no longer belong to the subscriber category, they become leads, and they may well buy the product right now. In order not to miss out on new customers, constantly monitor comments - not only on posts but also under photos and videos.
IV. Support for existing customers
After the purchase, customers can ask questions about the operation of the purchased goods (how to use, clean, store), about the site or order.
Some users are just too lazy to go to messages, and they ask questions directly in the comments - especially if they just saw your post in the feed and remembered their question. Timely answers to such questions will help to establish personal contact, make friends with the client, and make him a brand lover.
In addition, in the comments, you can get feedback, and if you do not track the comments under the posts, then you can skip a cool review that could be saved and used somehow later. If you do not respond to a review from a loyal customer, most likely, he will be upset by the lack of your attention and gratitude.
V. Processing complaints, claims, and negativity
To attract your attention and quickly solve their problem, users can write comments under your posts in social networks in case of some negative situation, for example, if the product turned out to be of poor quality or the client was poorly served.
Also, some users leave negative feedback in the comments. For example, you posted a post where you talk about how durable your product is, and immediately a disgruntled customer writes a comment: "But it broke on my second day!"
If you do not respond to complaints and negative reviews and deal with them competently, the audience will form a negative opinion about your products or services. But if you manage to solve the client's problem in the public field, your audience will see that you not only provide quality services (or sell / manufacture products) but are also ready to take responsibility when problems arise, take customer complaints into consideration, value your reputation and work to eliminate deficiencies. The main thing is to correctly and accurately respond to negative comments, even if the client is openly rude.
By providing the right support to dissatisfied customers, you can regain their loyalty and even turn them into brand advocates willing to recommend you to their friends and colleagues.
As you can see, working with comments is extremely important for your business. It is in the comments that you can find new customers and strengthen relationships with old ones; with their help, you can increase the reach and engagement of your subscribers.
If your brand is featured on social media, don't do content for the sake of a tick. After all, social networks are the place where your customers go for dialogue, waiting for your attention, your willingness to quickly join the conversation, and help them.
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