Written by: Vickie Sullivan | October 25, 2022
What Influences Buyers Now: Conversations on Social
A recent study from Twitter and Publicis Media puts stats to the well-known adage that word of mouth sells. (Subscription required to read the article.) Their research concludes that brand conversations on social are “the new review.” The big question: How can you influence those spontaneous conversations?
Let’s move past the consumer focus here. The key findings are about impact: 92% of people surveyed actively seek out comments on social. More importantly, 68% said their impression of a brand changed as a result of experiencing brand conversations.
2 Ways to Get People Having Conversations About You
Many people rely on client stories, case studies, and reviews. In this competitive landscape, it’s time to pay attention to these interactions. Ideas to consider:
• Give ‘em something to talk about. Blinding flash of the obvious from the study: Perspectives and values matter. This means you need to be more specific. Your passion projects can be just as important as your content marketing pieces. It’s no longer enough to embrace values such as integrity and inclusiveness. You must display those values online. And be specific about it.
• Shift from content to conversations. Thought leaders are content machines, constantly coming up with topics. Take that creativity and ask great questions. Create a place to swap stories and lessons learned. Conversation starters can spread faster than your perspective. You will be remembered for the experiences you facilitate.
Listen: 2 Ways to Create Sharable Passion Projects
Case studies and client stories are still useful tools to prove your effectiveness. The big challenge here: What motivates buyers to check you out is outside of your control. You can’t participate in these spontaneous conversations. You can only influence by being memorable enough to talk about.
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