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Social Engagement = Cultivating Customers Demands

Businesses are increasingly adopting customer-focused processes to gain competitive advantage. But for building a business around customers, companies need to understand them. They need to engage in regular dialogue and conversations.

Research has shown strong evidence that Social Media Engagement correlates to Financial Performance (see report on world’s most valuable brands – Who’s most engaged?). This study emphasizes quality of customer engagement through social media by concluding:

It pays to engage meaningfully in social media. Emphasize quality, not just quantity.

Engagement is more than just setting up a blog or Facebook profile and letting viewers post comments, it’s keeping your content fresh and replying to comments; it’s building your friends network and updating your profile status.

Engagement can’t be skin-deep, nor is it a campaign that can be turned on and off. True engagement means full engagement in the channels where you choose to invest.

To scale engagement, make social media part of everyone’s job. You must do something, else risk falling far behind other brands, not only in your industry, but across your customers’ general online experience.

This clearly illustrates the importance of Social Engagement, i.e. engaging customers via Social Media for building trust and loyalty towards companies’ products, services and brand.

Businesses have to shift from marketing products to cultivating customers demands.

Cultivating Customers

But many companies are still reluctant to invest in social media initiatives and programs. This has recently been confirmed by findings of a recent study conducted by Burson-Marsteller: Global Social Media Checkup.

If you prefer, Flowtown has summarised their findings in this graphic.

Flow-Fortune Graphic of Burson-Marsteller

So what are the arguments for businesses to make it happen. Henning Hansen CEO of Conformit in an article from CRM-Buyer says:

- Cement Your Customer Relationships

- Involve the Crew

- Rebuild Your Processes

- Check Your Measurements

- Share Responsibility and Construct a Common Goal

he adds:

Changing a corporate culture cannot and should not be an immediate process, and neither can it be a half-hearted one. Businesses that truly dedicate themselves to building a customer-focused culture can be stronger competitively — and provide better places to work.

We at 90:10 Group, help businesses connect with global communities to discover and engage advocates. We empower those advocates through tried and tested processes, tools and creatives. We believe that the sooner businesses adopt and start using Social Media for engaging their customers, the better for them, else performance of their business will suffer.