Social media can be of great influence, if a brand is really active. It's not enough just to get fans, it is much more complicated. But the results are worth it: According to a study by Bain & Co., people who interact with a brand on social media spend up to 40% more than its other customers.
BusinessBrief mentions 3 examples of best practice, which has proven successful in social media communication.
1. At Sanuk, a dedicated manager makes sure to communicate with customers individually if necessary. Community is created by asking customers to send photographs on which they are wearing Sanuk shoes.
2. Samsung rewards those who not only join the online community but who are also active there. So as a reward for watching a video or answering questions you may get a surprise gift.
3. Ford uses social media to get real-time feedback, now specifically reviews of their new Fiesta. Customers are requested after a few months to publish videos on YouTube, along with their evaluation and comments. This is meant to help potential customers during their buying decision process.
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