Social media communities can help boost brand awareness, trust and loyalty

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 04, 2022, 2:27 AM UTC

A HubSpot survey found that 64% of marketers plan to invest in social media communities in 2022.

Businesses looking to promote engagement must invest in social media communities. These communities are critical for businesses as they are incubators for brand awareness, loyalty and trust. As a result, 51% of marketers plan to build more social media communities in 2022. But, most marketers find it challenging to actively manage these communities.

Social media communities can help brands engage micro-influencers, gather real experiences and opinions, and resolve complaints. For instance, the study found that it was 72% cheaper for businesses to answer questions via a community, than via a ticket submitted to the support team. Apart from helping brands gather direct and honest customer feedback, these communities can also aid in boosting active user participation through polls, surveys and contests.

When building communities, companies must ensure they focus on educating and entertaining audiences, instead of promoting the brand and its products. Similarly, marketers should feature UGC to engage users as well as encourage members to share their stories and testimonials. Further, embed social icons on the website and cross-promote the community on different channels to make sure the community is easily findable.

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