How To Engage Through Feedback on Social Media Sites

[By Sarah Faglio]

Many companies use social media to market themselves to their target audience.  Social media platforms, such as Facebook, LinkedIn and Twitter are used to share valuable information directly to followers.  Companies use these sites to connect with potential clients or customers and provide information directly, in an effort to keep them engaged and aware of their brands.  These platforms allow followers to provide feedback to what you share, so it is important to make sure that your company shows that you value their comments and input.

When people show interest in what you share on your social media profiles, it is necessary to acknowledge their feedback.  This effort shows that you value their opinions and are willing to help them find answers to any questions they have have that is relative to your industry or business.

Here are ways to engage followers who comment on your social media profiles, while remaining both personal and professional:

Valuable content
People who choose to follow your company on social media sites show that they are interested in what you have to say and welcome your shares.  Make sure that you share content that is valuable to your followers so they are interested in reading or viewing it.  This would include helpful information, tips, advice, sales (special offers) etc., instead of blatant advertisements or sales pitches.

Provoke conversation
It is always good to have a conversation going on anything you share with your followers.  At the conclusion of your shares, ask your followers for their opinions or what they think.

Good timing
Monitoring your social media sites is useful when responding to a comment made on one of your company's shares.  It is easy to set up e-mail notifications so that an e-mail is sent straight to your inbox once there is new activity on your profile.  Following up right away shows how much your company values opinions and works to engage followers.  It is also valuable to be e-mailed right away where there are tensions or complaints made so that you can alleviate the situation as soon as possible.

SPAM
Normally I would advise you to not delete any comments made on a company profile, whether is be good or bad.   However, in order to maintain a professional presence, you should make sure your comments are free from SPAM litter.  It is also okay to erase SPAM or attempts of other businesses to advertise on your page.

Make it personal
When responding to a comment on one of your status updates or shares, be sure to personalize your message.  By addressing people by their first names when writing a response, you are showing them that you value them specifically and appreciate their comment. 


Become an industry expert
There are many times that people comment on your statuses or page expressing an interest in your product or service, as well as have questions pertaining to your industry.  This is a great opportunity to give advice and provide them answers that they are looking for.  This will help them view you as an industry expert and not only value your feedback, but also look towards your company as a more positive and trusting place of business.

Maintaining integrity
It may be very enticing to compare your company to other competitive businesses in the industry, however I would strongly advise against this.  It is both highly unprofessional and damaging to your integrity if you bad mouth or speak negatively about another company on your public social media sites.

Handling negative comments
There may be some instances where disgruntled people use your social media as an opportunity to complain about your company or its services or products.  However, do not fight back or get angry with these comments. Instead, say that you value their opinions and then offer ways to help them or solve any issues they have.  This type of damage control shows how committed you are to your customers and that you value them and will work to make sure everyone is satisfied with your company.  Showing that you will go out of your way to make sure they are taken care of shows how much your company values their business.

Create business
Social media is gives your company the means to guide your followers directly to your website.  After expressing interest through comments, or asking questions, if it very simple to reply back with links to your website that would either help them learn more about a specific industry topic or about your company and how it could help them solve a problem or acquiesce a desire.

Social media is an excellent opportunity to engage directly with your followers, potential customers, qualified leads or valued customers.  It allows you to ask questions and gauge the opinions of your followers on a specific topic related to your company or what it sells.  This free feedback can help your company grow and customize the way it sells to be more appealing to customers.  Interacting directly with your followers through comments allows your company to show that you value their business and are there to solve industry-related issues or questions.