Informality and the Customer Experience

In case you haven’t noticed, the Internet is becoming super casual. This is evident not just in the content that we create and share, but in the type of apps we use as well. There are definitely professional apps available for social networking and productivity, but you can’t deny the popularity of certain casual apps (Tinder, Cuddlr, you get the picture.)

The best marketing professionals are the ones paying attention to these types of apps and other social media trends so they can find the best way to reach a new age of consumers.

According to Business Insider, Shake Shack’s social media marketing has been a huge success. Besides its #foodporn photos and videos all over Vine and Instagram, the fast food joint is gaining major popularity with its Twitter account. On a local level, Boston’s beloved burrito joint Boloco is also hyper-engaged on social, being playful with customers and watching its following soar as a result.

The success that comes with engaged social accounts stems from the customer’s need for a relationship with a brand. It creates a “private sphere” that allows the consumer to feel like they have a connection with the company as well as others who buy their products. This is the sort of psychological approach that marketers take. By actively engaging with fans on social media, a brand earns deeper connections and customer loyalty. This is especially effective when done in an exciting and informal way.

Today’s consumers (especially us cynical millennials) love to be in control when making decisions. By maintaining relationships with this audience through posting daily content, asking and answering questions, and engaging as you would a friend, they feel like they’re in control and are more likely to buy products and services.

Obviously, there’s a line that needs to be drawn here. Check out Anna’s post on Why Big Brands Shouldn’t Say Bae.

Awful.

There’s a time and a place for memes and jokes, and there’s your brand’s voice to consider as well, so keep this in mind when planning out your social media strategy. Be down to earth, helpful, and informative and you’re sure to see your following improve.

Metter Media LLC is a Boston-based social media management company that implements community-based, localized social engagement strategies for small businesses and corporations alike. Need help with your social media? Email Lauren today.