Social insights provide a wealth of knowledge about users. This we know. Social media marketers primarily use this information to make more informed decisions about the content shared across social channels. However, what is learned from users’ public posts doesn’t have to live only in the social media world. This information can help companies improve the customer experience across multiple channels, from content and product development to customer service in the contact center.
Would USA Today really have seen the magnitude of the #inmyfeelingschallenge had they not been utilizing their social insights? What about the #icebucketchallenge? Would NPR have cared about the #mannequinchallenge? Probably not.
Social insights let media outlets stay in the know by monitoring trending topics and, almost in real time, create content about those insights. This quick turnaround creates a relatable and extremely relevant experience for consumers, even when the trends are not pleasant—looking at you, #tidepodchallenge. When your business is plugged into social trends, you find opportunities to add insight to the conversation or show a bit of personality.
User-Focused Product Development
Brands have begun to use the massive well of social insights available to optimize user experience. Online artwork seller Art.com utilized a combination of observed social trends and feedback channels to learn about their users’ feelings on assembling gallery walls in their homes.
Social insights and trends showed that gallery walls were of the moment, but feedback told the company that consumers found gallery walls difficult to tackle on their own. Art.com’s answer? Their buzz-worthy VR mobile tool, ArtView, which allows users to easily visualize what the art will look like in their home.
This targeted product was extremely well received in large part because of the research that Art.com conducted. By both observing social trends and paying attention to feedback, companies allow users to guide the conversation when it comes to product development.
Optimizing Customer Service
Social insights have had a massive impact on the way airlines around the world handle customer service. Twitter has seen a 250% increase in customer service interactions over the past two years. This need can’t be overlooked.
Airline companies have been employing teams of social customer care agents to deal with the massive demand for social support. The quality, or lack thereof, of an airline’s social customer care has even become one of the factors travelers consider when choosing flights.
All this effort is partly meant to avoid social media fiascos like United’s very public missteps, but the focus on social listening has also become a central piece of many airlines’ strategies for marketing, conducting customer service and gathering feedback. Social insights have changed the nature of customer service interactions completely for the airline industry.
Social insights are hugely valuable for learning about customers’ true needs and interests. The knowledge gained from observing users’ public posts and reactions is actionable and should be used for more than planning a content calendar. Consumers are telling companies what they want every day, and a listening ear can set businesses apart, as they create more targeted products, relevant content and personalized experiences.