April 5, 2020 8:29 PM EDT
Anyone who wants to get started in social commerce successfully and sustainably should follow these recommendations:
- Know the exact needs of the target group (s) and act accordingly.
- Treat social networks and their specificities (which platform is best suited to my business and for what objectives). Given that there are many platforms today and that the age groups are increasingly spread over them, the orientation of the target groups must be precisely adapted to the respective platform.
- Think “cross-channel” when developing social marketing concepts (division of labor and synergies via a multi-channel strategy).
- Maintain a long-term dialogue with customers and interested parties, and think carefully about the choice of communication tools.
- Communicate regularly, authentically, as equals and always transparently.
- Invest in good copy.
- Conversion yes, but not at any cost. Maintain a equilibrium between "social marketing" and "commercial" activities.
- Plan from the start to have to make some effort and a long-term investment (for example, channel and community maintenance, content development, multichannel campaign planning).
- Design de-escalation strategies, for instance to detect communication errors or defuse harsh criticism against products, a service or the corporate as a group.
- Carry out a data-based assessment, for example by assessing customer purchasing behavior and community activities. The evaluation optimizes engagement on social networks, but also contributes to the development of products and services focused on the target group.