17. Using Social Media for Establishing Relationship
One of the greatest values of social networks is their possibility to establish relationships between people and create an active community of followers. You, as a representative of a company, should use social networks to interact with both customer and other business. This way you establish a long lasting relationship that can result in a good collaboration, out of which your company can benefit.
You should have in mind that some social networks are more helpful with establishing relationship with the customers, while other social networks provide more opportunities for establishing a relationship with other business. This is especially helpful if you target groups which include small companies and businesses.
Relationship with customers (B2C)
If you have a business in a phase of searching for more customers, social networks can help you in reaching those customers. The purpose of having social media accounts will be to connect with customers by sharing content, interaction, organizing chat sessions, giveaways, etc.
Establishing a loyal relationship is not as easy as it might seem. You cannot simply create an account and expect people to start interacting. You have to provide value and to be interesting in order to be even noticed, let alone to encourage people to respond. Creating a respectful authority that can be trusted is the goal of your strategy, and this is the only way to establish a relationship that will produce good results, regardless if those are clicks, conversions, likes, etc.
As a result, good relationship with the social followers ensures that you will get a loyal fan base, who are very likely to become or stay your customers in the future. On the long run, this relationship can be very profitable for your business. You should first choose the social network that is most suitable for the type of relationship you want to establish, and in this case it is business to customer type of a relationship.
Relationship with other businesses (B2B)
In case your company provides a product or service to other small or large companies, you are interested in establishing B2B (business to business) relationship. The goal of your strategy will be to find other business that might be interested in the product or service you provide, and to find a way to connect with them.
A social network, such as LinkedIn, is particularly suitable for this kind of interaction, as the target group of this network is business professionals. However, other social networks can help you find business through different groups. A great benefit of finding other businesses through social networks is that you will be able to interact with them on social networks and thus gain trust, prior to contacting them and proposing a business offer. Having a prior relationship can improve the chances of your collaboration in the future.