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How Social is Your Telecom Brand?

Add another aspect to your role: social.

The new job of telecommunications marketers is to make customers feel not only good, but smart and heard. When asked if telecom providers use social media in an effective way to engage them, only five percent of customers strongly agreed while twenty percent moderately agreed.1 It is a little ironic that the very distributors of connectivity are the ones missing the opportunity to socially engage with their customers.

telecom 1

Fostering Relationships

Many customers experience your brand only through social media. (Especially if your budget does not allow for many consistent media touchpoints.) Simple, consistent social messaging is a great way to ensure your brand’s awareness. A fun social post or a helpful text from your brand can really boost customer engagement. Remember, a text can drive a “like.” Relevant content can gain a follower. Followers can influence and refer others. Nurturing brand relationships with existing customers is just as important as building new ones. According to a recent study2, sixty-eight percent of consumers say that a positive referral from a Facebook friend makes them more likely to buy a specific product or visit a certain retailer. Staying engaged with your existing customer base can attract new fans to your telecom brand.

Integral Part of Customer Service

But social is much bigger than conversion or pushing brand messages. It is becoming a critical component of customer service. Facebook is how legions of customers reach out to brands with questions, compliments or problems. Facebook even rates the responsiveness of brands to the comments of their followers. This immediate two-way communication is a relatively new idea in branding, but has quickly become crucial. Not responding to a customer in a timely manner could result in full brand abandonment. 

Know Your Audience

This is the key to successful social media engagement. What works for other brands may not work for your audience. If your brand is looking to appeal to a younger demographic, Instagram can serve as an effective platform. With more than a third of all mobile users on Instagram, you can build loyalty with Millennials. Facebook can also be a viable option for most brands, since its most common age demographic is 25 to 34 year olds. These are active consumers—get them on your side. Knowing these types of statistics can help guide and sharpen your social strategy to get you the results your telecom brand needs.

For other valuable marketing insights about telecom brands, contact Nicole Donoghue, Branding Specialist at ndonoghue@trone.com or (336) 812-2061. 

 

Sources:
1. IBM Institute for Business Value 2014 Global Telecom Consumer Survey
2. Morpac, L2 Intelligence Report 2014

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