Here is some perspective on how this helped the brand: Wendy’s added 1.2 million new followers by the end of the year following the tweet, bringing its fan count to 2.24 million. And it registered a 126.5% follower growth rate in that year.
The lesson: understand your brand tone of voice - and stick to it.
Now that you understand your brand's social media tone of voice, it is time to put real-time marketing processes together.
2. Streamline your real-time marketing processes
This is vital. It's all well and good for your social team to understand your brand's tone of voice, but you also want to make sure nothing serious gets handled incorrectly. Make sure to outline what circumstances must go through leadership or director approval before being responded to. When creative and copy have been put toge germany email list ther in moments, the process needs to be streamlined and almost rehearsed. Your team needs to make sure that all the relevant processes have been followed before engaging in a real-time marketing initiative.
The lesson: Stockpile your resources for responses ahead of time and make sure that everything is handled according to well-understood processes.
Now that your team understands your tone of voice and you have processes in place, it is time to make sure you don't miss anything.
3. Invest in
A social media listening tool will help you listen to conversations around your brand in real time. You will be able to view what comments people are making about your business and these make for excellent jumping points for real time marketing - essentially, you are able to anticipate what is happening around your brand and events related to your industry or brand.
Social listening helps you keep track of all social media platforms when it comes to conversations and mentions regarding your brand. With the right tool, you are able to analyze these mentions for insights and discover opportunities to act.
Once you track what is being said about your brand or industry, you are able to analyze the information and use it to take a specific action. For example, you may respond to a happy company or do quick damage control if something has gone wrong - allowing you to shift your entire brand positioning when needed.
This isn't simply social media monitoring - it is about taking action in response to data that you have collected through social listening. Social monitoring will take a look at metrics such as numbers of mentions and your engagement rate, while social listening looks further than numbers and analyzes the mood behind the data collected. This helps your team understand how people feel about your business and your competitors, and provides you with opportunities to take action - opportunities you would never have anticipated without social listening.
In fact, with social media listening at hand you are able to:
Engage with customers in real-time
Manage possible crises
Track competitors and what is being said about them online too
Identify possible pain points
Discover new leads
Identify brand advocates or social influencers