- Use Facebook for customer service
Only 34% of marketers use Facebook to answer customer service questions, but 69% of those who do say it is effective (source: Exact Target's 2014 "Audience Growth Survey Report"). Social Media Examiner recommends increasing the use of Facebook as a customer service support tool by providing up-to-date information and answering inquiries.
- Use Twitter for FAQs and how-to content
Only 22% of marketers use Twitter for FAQs and how-to content, but 59% of those who do say it builds long-term audience engagement (source: same as above). According to Social Media Examiner, "FAQs or how-to articles are popular because they add value without appearing to have an agenda—they aren’t a hard sell. As a result, your followers feel naturally compelled to click on your links and retweet them to their friends and peers."
- Collect email addresses by exchanging value
Only 39% of marketers require email registration for content they promote via social media, but 59% of those who do indicate it is a proven list-building technique (source: same as above). According to Social Media Examiner, "As you consider various tactics to grow your list, focus on how you can turn your social media followers (especially those on Facebook) into hard leads (email subscribers). Remember, most of your fans are willing to provide an email address in exchange for something that’s valuable to them."
Good research-based advice from social media experts!