Real-Time engagement is the next big thing in digital media. It is the process of listening, informing and engaging with your audience in real-time. Marketers are embracing real-time engagement to increase brand awareness and connect with fans and customers. There are so many platforms and as a social media user, it gets difficult to stay on top of the news and trends. In this case, a brand can be a trusted source for the audience by providing accurate and valuable information. If you are not engaging with your audience in real-time then you are missing an opportunity to strengthen your message and brand image.
“Real-time engagement is the new real-time marketing”
It is one of the great opportunities for the organization to create a fan base and increase brand advocates. Everyone is social nowadays and want to connect and get feedback as fast as possible. It’s time to think beyond push marketing. More than 70% of users expect to hear back from brands and 53% want a response in less than an hour.
Benefits of Real-Time Engagement:
To stay relevant it is very important to take part in an ongoing conversation. People talk about the brands and share their views and as a brand replying to them and taking part in the conversation can be a game changer for the organization. Social listening is one of the best strategies when interacting with users. Sometimes people who are talking about your brand does not mention you or tag you directly, keeping track of keywords and phrases helps to get involved in the conversations. If a customer is not happy with the service or the product and tweets about it, as a brand tweeting back to the customer and asking for more details can be a great way to start a conversation. Later, compensation or a gift voucher can be offered to change the customer’s viewpoint about the brand. It will be very important to invest in the social media team to keep up with the increasing number of fans, audience, and clients. To be effective, it is very important to encourage people to take action in the moment. Asking the audience to share an image of the event and enter a contest is a great example.
For an online business, asking fans for contributions like sharing a visual content of what they are doing in a particular moment is a good initiative. Planning ahead is very crucial. Planning targeted content to the targeted audience ahead of events can be vital.
Important tools for Real-Time Engagement:
Automation tool like Hootsuite can be used for scheduling posts and receiving alerts. It is a great tool to monitor keywords and brand mentions. It generates weekly reports and has an excellent team management facility. More than one person can handle the social media accounts. Live streaming tools like periscope can be used for live video streaming for Q&A session. Social mention is a great tool for social listening. It analyses the data in depth and measures influence. It also displays top keywords and hashtags.
It will be very important to have guidelines while interacting with the audience because it is the image of the brand that will be at stake. The authority to participate in the conversation should be with the limited number of people to avoid duplicity. It is also important to consider the authenticity of the message with the brand’s voice. When participating in real-time engagement it is important to keep in mind that the conversation is to strengthen the bond with the audience and not to advertise.
Best Practices for Real-Time Engagement:
- How to use visual content for real-time engagement by Donna Moritz
- The importance of real-time social engagement by Amy Olson
- Real-time engagement in 2016 by Today’s business