Dave Evans, VP for Social Strategy at Lithium shares his expertise about Creating Loyal Customers and Brand Advocates Through Social Media.
Purchase is an intermediate objective. Advocacy and loyalty are the end goals – social media interaction plays a pivotal role in this end goal.
Millennials prefer mobile and social with the expectation for a quick response from brands or companies. When brands respond quickly, there is an opportunity to turn a negative situation around, hence the positive correlation between conversation duration and the likelihood of a positive shift in sentiment.
Community content – including forum, board, blog and reviews – can be published onto social channels to increase reach and frequency of consumption.