How To Engage Different Kinds of Customers on Social Media

By on June 9, 2011

Everyone is different. As a small business using social media, you already know that marketing messages reach some customers, and others ignore it. Is it because your message is flawed? No, it’s because there are different personality profiles that make up your community. They respond to different things, like and dislike certain messages. It’s up to you to learn how to reach all of them. Here’s how.

#1: Segment Your Community Based on Engagement

You have access to the names and activities of everyone in your social community. This means that you can segment your potential customers based on their interaction on your pages.

Outspoken people are easy to profile, as you can collect info based on what they say, comment on, like, disagree with – and so on. You can also get a clearer picture of what less-outspoken community members like, because they will only interact if they are truly interested.

If you monitor the conversation on each of your social media pages, soon you’ll get a clearer idea of what each person is all about. Some will be passive shoppers, never saying anything – but they buy from you.

Some will be extremely interactive, and won’t buy a thing. Sort your community into segments based on their behavior, and come up with a social profile for each. Determine what their social personality is, and what sort of messages will engage them enough to want to buy something.

#2: Cracking The Social Engagement Code

There are a few distinct social personalities online, and they are easy to identify. Use this key to segment your community, and get a head start on streamlining your messages, so that they work.

1 – The Business Marketer

Usually a business owner or marketer that is highly interactive. They are more likely to respond to messages that will help them improve their businesses, or get them more exposure online. They often like to talk about themselves.

2 – The Competitor Expert

Many people will become part of your community because you are in direct competition with their business. They will offer a lot of interaction, but will be very wary about buying anything from you – unless it is guaranteed to work for them.

3 – The Social Butterfly

Someone that loves to interact but rarely buys anything. The only way to reach these people, is to build a solid relationship with them. They won’t respond to run of the mill marketing messages. Try including them in a promotion, sending them free samples or recruiting them as a word of mouth marketer.

4 – The Named Ghost

A person that never shares – and is barely ever on your pages. If you want to get their attention, you’re going to have to entice them with gifts, or personal emails with colorful multimedia. These are the most difficult people to convert into buyers. They collect communities, but are never truly part of them.

#3: Different Ways To Engage

As we said before, everyone if different. So, approach them with different media. Use articles, podcasts, video, slideshare presentations, app games – anything you can to get them interested in your business, and what your business has to offer.

You’ll be able to measure and track who in your community responds to certain types of media. Make a note of this in their social profile, and market to these segments based on relevant data.

How do you engage your many customers on social media? Do you have a tip you’d like to share? Please add it to the comments below!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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