Social media: The new search engine

Social media has become more than just a place to share selfies and cat videos. Today, it’s a powerful search engine, especially for younger demographics. A recent Genesys Bytes and Brews event in KL, co-hosted with Twimbit, revealed that 35% of participants use social media to research products before buying.

The allure of authenticity, visuals, and interaction is at the heart of social media’s success. Here, immersive experiences through images, videos, and interactive stories are unmatched by traditional search. Live streams and comments can also foster real-time engagement, transforming the discovery-to-purchase journey into a compelling experience.

Case in point: TikTok

TikTok has become a popular platform for short, informative videos, offering diverse content in video, photo, and story formats. Users flock to the app to discover a wealth of user-generated content, including product and service reviews, which can often garner significant attention.  

This authentic, unsponsored content is perceived as more credible, making it highly influential among viewers. Users can also easily search for product reviews by using the #review hashtag to facilitate discovery.

A missed opportunity: Using social media for customer service

While social media is excellent for content consumption in the discovery phase, it seems brands are missing the mark in the support phase. Here’s a concerning statistic from the same event: 73% of brands don’t actively use social media as a service channel. This is a massive missed opportunity.

Customers are increasingly turning to social media to voice concerns and seek help. These public platforms offer a unique chance for brands to showcase their commitment to customer satisfaction by addressing issues promptly and transparently. Managed effectively, social media can transform from a potential crisis zone into a powerful tool for loyalty and advocacy.

Case Study: Wendy’s

Beyond their humorous online persona, Wendy’s has shown a dedication to addressing customer concerns promptly on social media platforms like Twitter. This proactive approach has helped the fast-food chain build a positive reputation and maintain customer loyalty.  

By leveraging social media for customer service, brands can:

• Provide timely and effective support: Quickly address customer inquiries and resolve issues, boosting satisfaction and loyalty.

• Foster a strong brand community: Build stronger customer relationships, encourage ongoing engagement, and gather valuable feedback.

• Drive sales and conversions: Implement targeted campaigns to convert potential customers.

Beyond customer service: The power of social listening

Social media is a goldmine of consumer insights. By actively engaging with their audience, brands can uncover valuable information on product preferences, pain points, and emerging trends. These insights drive innovation, enabling businesses to develop products and features that resonate deeply with their target market. Brands can also gauge consumer sentiment towards new concepts, gather data on untapped opportunities, and refine their offerings based on real-time feedback.  

Case Study: Duolingo

Duolingo exemplifies effective social listening. An impressive 90% of its users come organically, thanks to their proactive audience engagement.

“Brainstorms always include looking at audience comments and social reactions to inform strategy,” says James Kuczynski, Duolingo’s creative director.

Take their “Superb Owl” campaign during the US Super Bowl. User feedback highlighted the popularity of the app’s playful widget visuals. Capitalizing on this, Duolingo created a witty five-second Super Bowl ad, followed by a push notification saying, “Don’t forget your Spanish lesson,” sent to 4 million users within 5 seconds of the ad airing. This reinforced the idea that their iconic green owl, Duo, is always watching.

Conclusion

Brands that view social media solely as a discovery tool are missing out on its full potential. By extending their engagement strategies to include customer service and social listening, they can transform social media into a multi-faceted powerhouse for loyalty and growth.

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