Ever wonder why some brands have a successful in-store business but fail miserably online? This is because, unlike brick-and-mortar stores, the business has to seek out customers on social media. Too often, marketers are under the misconception that quality content converts, even if it is not targeted. While it is true that great content earns engagement, it is not necessarily a lead generator if it isn’t tailored to the requirements of the target audience. A catch-all approach seldom results in the desired returns and damages the brand’s credibility. Bombarding people with irrelevant content is certainly not the right strategy to increase social media engagement.

While social media is a popular medium to keep customers updated about the latest product offerings, simply pushing out posts isn’t enough. It is also the go-to channel for customer service and support. Besides customer and lead interactions, speedy response times, especially in times of crisis, are a must for keeping customers happy and satisfied. Brands must pay extra attention to how they respond to questions, callouts, and everything in between if they want to maintain a positive relationship with their customers and their reputation.