Connect With Your Biggest Fans

How to boost the value of your social media sites

When you have a presence on social networks such as Facebook and Twitter, your "fan base" on these sites can influence 30 percent or more of your overall sales, studies show. Fans who have warm feelings for your business and what you have to offer are very likely to spread the good word about you to their family and friends. Follow these customer relationship-building tips to boost your company's impact on social media sites:

• Focus on quality, not quantity. Social media sites are most effective when you use them to enrich your relationship with customers. So rather than focus on how many people you attract (which is a common goal, especially on Twitter, where building a large following is all the rage), focus on the quality of the relationship your company has with your current fans by delivering valuable content. For example, if you run a small graphic design firm, post at your social media sites some practical print and web design tips that your followers can really use.
• Analyze your fan base. Monitor traffic on your social media sites and the participation level of your fan base. To keep them coming back, engage followers with sweepstakes offers, contests, or polls, for example. You will quickly determine which customers repeatedly participate, and you should develop off-line strategies for building long-term relationships with your most engaged fans.
• Build lifetime relationships. By offering promotions, regular communications, and easy access to your product or service offerings, you can develop a lasting relationship with your customers. Businesses that utilize interactive tools at their social media sites, such as a poll, will often see a significant increase in their participation with your content — ultimately, leading to brand loyalty and more sales. For example, an insurance agency could regularly poll their social media followers about what types of life challenges are top-of-mind — and then highlight product offerings that serve those topics, such as life insurance, homeowners' policies, or auto coverage.