Social media is no longer just a channel for marketing. It is now an important space for customer success managers (CSM) to foster strong relationships with users, listen to their needs, and provide them with valuable information.
Having a consistent social media presence and incorporating it into your daily workflow allows you to present an authentic persona to your customers and achieve your ultimate goal, which is to make customers love your product and ensure they’re using it to its maximum potential.
So let’s break down some key use-cases of a social media-savvy CSM and the benefits you could gain from being one:
1. Connect With Existing Users
Almost everyone today is on social media, including your customers; therefore, one of the first things you should do as a CSM is to ensure that existing customers are a part of your social network. If you’re in B2B, you’ll find LinkedIn and Twitter to be especially important platforms for making the right connections.
By combing through customers profiles, you’ll gain a deeper understanding of their professional background as well as their business needs and goals. Using this information you can paint a clearer picture of customers’ use-cases with your product and the kind of results they’re looking to achieve.
2. Update Users with Content About and Around Your Product
Once you’ve added customers to your social networks, you can leverage the power of social media by sharing relevant and engaging content with your community. Anything from blog posts, to white papers, webinars, infographics, or case studies (whether it’s been written by your or your team members) can add value to the relationship you’ve built with customers and help expose your company to a wider audience. The fact that this content is tied to your brand assets ensures you’re solidifying the uptake of your product.
You can also play with different content formats to see which one resonates better with your target audience and generates higher engagement. For example, if there’s an eBook that’s sparking a lot of customer shares and comments, you can capture these interactions through your social listening tool.
Besides sharing content, social media can be an important place for increasing upsell opportunities. Promoting product launches and updates in the form of video – such as demos and webinars – lets customers sense your product in action to fully comprehend its value and potential. Furthermore, it encourages you to address product-related concerns or get customers excited about new features and solutions that you’re offering.
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3. Establish Thought Leadership
While you can take advantage of social media to learn more about your customers, existing and prospective customers can browse your profiles to gain a bird’s-eye view of your thought-leadership and commitment to customer success.
At the end of the day, users need to know that the CSM they’re in contact with is someone who can strategize and is knowledgeable in the industry. For this reason, it’s important that you not only remain active on social media by connecting with customers and industry influencers, but you also maintain a feed that flows with useful and up-to-date resources that customers can glean helpful tips from.
Through an easy-to-use employee advocacy solution, you, as CSM can share content to your social networks while you’re at work or on the go. This way you’ll amplify the company’s reach, and become your customers’ one-stop source for gaining the most valuable content in the industry.
4. Develop an Off-Platform Relationship
Social media serves as a critical channel for communicating to customers in a more personalized way, while demonstrating your dedication to their satisfaction. You can use social media to provide them assistance, support them throughout the onboarding process, send thank you notes, or update customers on any new features and relevant resources. These small yet meaningful interactions reflect your passion for helping them achieve their goals.
Another key building block to any successful relationship is listening. You are your customers’ primary point of contact in the organization, which makes you the voice of any problem or difficulty they may encounter with your product. Whether you can handle these issues yourself or need to escalate them to your director or CEO, you must advocate for their needs.
Using a social listening tool, you can discover and catch relevant customer feedback, comments, and pain points. This way you’ll be able to regularly monitor relevant conversations and follow up quickly with valuable responses, customer surveys or polls. This will go a long way toward enhancing customers’ journeys and establishing long-term customer loyalty.
Keep in mind that the connections you establish with customers on social media benefit your organization even in the long-term. The followers you accumulate can remain in your network for as long as possible, which means that when they move to a new company they can potentially recommend your product to others and hopefully bring you more followers, engagement, and eventually conversions.
You understand the importance for customer success managers to be active on social media. Now is your chance to market yourself properly and take relationship-building with customers to the next level. Here are some of the top customer success experts in the industry and how well they’re successingtheir customers through social.
Do you have a strong social media presence? Please share your tips and thoughts in the comments below 🙂