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Not just another number: Why brands should have interactive social media by Brooke Appelbaum

It’s 2019. Most companies use social media as a way to promote brand awareness and create relationships with their clients. In fact, most companies have multiple social media accounts in order to reach different target audiences across Twitter, Facebook, Instagram, Snapchat and more. Posting on social media is a great way to advertise products, but, only posting without interacting actually puts your brand at a disadvantage. Actively engaging with followers and clients via social media is essential to promoting a positive brand image, as well as making customers feel that they are more than just another number.


Technology and social media have made advances in the strategic communication industry by allowing us to promote messages to larger target audiences. However, the intimacy of consumer relationships can be lost if we do not actively engage with our followers. Social media contains the word social, which literally speaking, means interaction. Therefore, companies need to actively engage with their followers so that they feel connected.

Southwest Airlines does a great job at actively communicating with their followers on not only a daily, but an hourly basis via their social media accounts. Southwest customers post about complications they encounter while flying Southwest on Twitter, and within the hour, a real team member responds to the tweet signing their personal name. Instead of having an automated response or not even responding at all, Southwest goes the extra mile to individualize their responses from their different team members.


If there are real problems, the team members responding to the tweets ask customers to direct message the Southwest account with their personal information and flight number, so that they can further assist the situation behind the scenes. They want to make sure their clients know that Southwest genuinely cares about their satisfaction in the company.


Southwest is going above and beyond to ensure the best customer relations experience for their clients by actually engaging. Their personalized interactions set them apart from the rest of the crowd.

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