Influencer Marketing Mistakes Great Brands Don't Make
Influencer marketing is all the rage, but it’s also VERY EASY to botch the job. Based on our many B2B and B2C influencer campaigns, this tight eBook will save you from sadness.
Lisa Blackshear (Sr. Vice President of Communications, Digital Media at Comcast) joins the Social Pros Podcast to discuss managing a social care team.
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It is definitely not a secret to consumers that social media can be a powerful way to engage with their favorite brands. Be it through comments, reviews, tagging, or direct messaging, customers are able to rave about their favorite products, discuss problems they’re having, and ultimately, get the attention of businesses. It is this dynamic that has led to the rise of the social care team.
Much like the traditional customer care or customer service teams, the social care team is in place to engage with, help, and resolve issues for customers through social. What Lisa Blackshear and the social care team at Comcast have figured out is that when it comes to these interactions, the same premise applies that governs all good interactions on social: customers want genuine, human interactions.
For Comcast, this means giving their agents license to break the script and match the conversational tone of the customer they are dealing with. This is within reason, of course, but if a customer is using very casual or emotional language, they certainly don’t want to experience dry, all-business responses. By meeting your customers where they are and engaging with them on their terms, you can foster better connections and build greater trust in your brand, even when you’re discussing a problem.
“We’re still tweaking and refining every day because you have to have a stomach for change.” — Lisa Blackshear
“The stress of knowing that you’re speaking out loud in front of everybody takes a different kind of skill.” — Lisa Blackshear
See you next week!
Influencer marketing is all the rage, but it’s also VERY EASY to botch the job. Based on our many B2B and B2C influencer campaigns, this tight eBook will save you from sadness.