Post by account_disabled on Feb 20, 2024 7:07:31 GMT -5
Customer loyalty is one of the great battlefields in which companies dispute the commitment of customers/consumers with their respective brands, products or services. A concept that, despite not being new, is gaining more and more strength in a globalized market, with fierce competition, and open to the world and new consumer opportunities, which are renewed and expanded in a matter of practically hours. It is not strange, then, that given the growing volatility of customer loyalty, companies allocate enormous amounts of resources to achieve not only their acquisition, but also (and above all) their loyalty, something in which, as we will see, Social networks have a lot to contribute. Customer loyalty , the battle fought in all types of terrain It goes without saying that social networks, all of them, have shortened the distances that traditionally existed between companies and consumers, generating practically unlimited business opportunities , but also posing challenges and presenting risks unknown until now.
We will soon deal with these advantages, specifically those that facilitate customer loyalty, but first let's look at the challenges and risks that social networks entail for companies, especially those related to corporate image . That's right, the first thing we must keep in mind when we design a strategy based on social networks (commercial, marketing or communication, in its broadest sense) is what image we are interested in reinforcing, or what is the same, in what aspects It will establish the digital USA Student Phone Number List identity of our company. This, essential in social media , is sometimes forgotten or left in the background, ignoring the fact that, in social networks, the image of an organization is constructed positively or negatively (but it is always constructed). The presence on social networks can improve or worsen the image of the company , but in rare cases this presence will be aseptic or neutral for our interests. Having clarified this point, clearly critical, another important consideration is that the advantages of social networks for customer loyalty must be treated taking into account the double usefulness of social media for business, namely: As communication and information channels : from the point of view of external projection and socialization of the company's image, social networks are exceptional communication and information channels.
They make it possible to publicize and transmit visions, policies, projects, products and services directly to consumers. As sources of data and information : from an internal point of view to the needs of the company, social networks are incomparably abundant sources of data and information related to consumers (such as habits and preferences, for example), which implies when designing a commercial campaign, guiding the offer of goods and/or services, or segmenting the market with greater and better knowledge of our target audience. As we see, the power of social networks as far as customer loyalty is concerned presents two facets that must be treated separately to then integrate, in the same social media strategy , all the advantages they offer us. Advantages that in turn are not free of risks, as we have seen, but that undoubtedly lay the foundations for a change of concept in the field of customer loyalty. To learn more about these risks and advantages, and discover to what extent one of the largest social networks of the moment can add great value to our social media strategy , we recommend the guide Analysis of social reputation with the Lantares BigTweet tool , a resource completely free with which to learn, among other things, how to extract data from Tweeter to reach a broader audience, offer solutions that are more tailored to market demands and improve the social reputation of the organization.