Why the future of social is meaningful connections

Any successful business owner will tell you that the heart of their success lies in the relationships with their clients. But with the recent COVID lockdowns and the domination of technology in our lives, many companies struggle to build relationships with social media successfully. 

Since the rise of Gen Z, users have become more outspoken on what they expect from their online communication with businesses. It’s become less about a sales pitch and more about what you can do for them. They see right through corporate nonsense and demand honesty. They want to see humility, humour and most importantly, form more meaningful connections.

According to Webindex 

“For brands, they must meet consumers where they’re at: Using social media to support consumers purposefully is more crucial than ever. It’s not just about driving mere engagement. 

Brands need to ask: what can we do to ease the burden a little? What can we do to show we care? 

It doesn’t need to be big gestures either, such as manufacturing essential products, which might not be possible for many businesses.  

Now is the perfect time to continue building meaningful relationships with tuned-in consumers.”

Why are connections so meaningful?

The bottom line is that when a company invests time and effort into their client relationships, it will positively impact their, well, bottom-line! Trust is established, loyalty formed, and mistakes are more easily forgiven.

When customers feel connected to brands, more than half of consumers (57%) will increase their spending with that brand and, 76% will buy from them over a competitor.

What is the benefit of social connections?

A recent Sprout Social report found that:

  • 91% of people believe in social’s power to connect communities
  • 76% of respondents were more likely to buy from a brand they felt connected to on social media than a competitor
  • 62% believe social can unify people of different backgrounds and beliefs, and more than half (52%) expressed interest in connecting with individuals different from them

How do you build social connections?

In terms of digital media, meaningful connections are built by:

  1. Creating content with your users in mind
  2. Direct messaging in response to queries
  3. Quick response times
  4. Real people being the key to authentic relationships 
  5. Conversational Marketing

1. Creating content with your users in mind

Creating content for your users can be a process of trial and error. Don’t write something based on trending topics or what you think your audience wants to read. Do the research, gather the data or better yet, ask them directly. 

By identifying your audience requirements, you are acknowledging their wants, needs or pain points and delivering a solution.

2. Direct messaging in response to queries

First and foremost, replying to both client-facing and private messaging is critical when it comes to using social media for customer service.

That said, writing to customers on social channels can be tricky. Ideally, you should try and master the art of social media writing, which is very similar to how cabin crew handle pretty much any situation, i.e. with a big smile on their faces. Always be courteous and consistent with your brand tone when responding to messages and don’t be afraid to use emoji’s to convey emotions; it shows your human side. 

When you cannot find a resolution to a client’s question or query, especially if an issue is negative, steer them towards “Direct Mail”. The key is to address the matter civilly, explain why you want to move the conversation offline and get it done in the quickest time possible.

3. Quick response times

Having a fast social media response time will avoid customers moving onto your competition’s channels.

If a brand fails to respond promptly (if at all) or has an unsatisfactory response to their enquiry, chances are you’ll hear about it somewhere online. More often than not, the user just wants their voices heard, and their issue publically acknowledged. 

So, do yourself a favour and set up those alerts; that way, you’ll never miss another comment from a follower ever again.

4. Real people being the key to authentic relationships 

“Consumers want to learn more about the people behind their favourite brands. 

Seventy per cent of consumers, for example, report feeling more connected when a brand’s CEO is active on social. Additionally, 72% of consumers report feeling similar when employees share information about a brand online.”

5. Conversational marketing

Conversational Marketing saves your clients time and ease of use on your website and social platforms. There are two main channels to consider, i.e. ChatBots and Live Chat.

Chatbots are a popular way to use conversational marketing as they don’t require anyone to respond to the user and is generally a more budget-friendly way to get started.

Live Chat is a tool for customers to communicate with sales representatives in real-time. As it’s not automated, it requires a human being to answer the user’s issues which means a bit more budget from your side.

We cover more about Conversational Marketing in a previous article here.


When you run your own business, your priority must always be excellent customer service. Why not allow technology to serve as a platform to help make and grow your client interactions into meaningful connections? 

Do you need assistance with your social media? Tenacity Works has the necessary services to assist you set up and manage your platforms engagingly and successfully.

Get in touch, and let’s get started!

Photo by Ehimetalor Akhere Unuabona on Unsplash

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