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What is social engagement?

2 min read
What is social engagement and how can you use it to improve your customer experience? Read on to find out.

Social engagement definition

Social Engagement is the process of communicating (engaging) in an online community.

The conversation can take place on individual social media platforms such as Twitter, Facebook, and LinkedIn, or in blogs, forums, and third-party review sites. A strong social engagement strategy allows businesses to remain in constant contact with their customers by advancing brand interests and responding to feedback in a seamless cycle.

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Why is social engagement important?

When companies engage and respond to customer service requests over social media, those customers end up spending 20% to 40% more money with the company.* Conversations regarding your organisation, your industry, and your interests are constantly occurring online, whether or not you choose to participate. Only once you join a conversation can you have an effect on its direction and its outcome. The use of social engagement tools, along with a sound strategy and strong messaging, allow you to interact with your audience and shape the conversation surrounding your brand or product.

Social media is fast becoming the dominant method for communication across the world, creating both a need for active response and an opportunity for brand sentiment improvement. An effective social engagement strategy is driven by social listening and analysis, which can be conducted through a social analytics tool, like Clarabridge Engage.

How does Qualtrics power social engagement?

Qualtrics, which recently acquired Clarabridge, enables companies to listen to and analyse all social data sources, and engage with customers in a systematic, strategic way. With the Engage platform, businesses can detect trending topics and themes and prioritise social conversations for follow-up. For large brands that receive thousands of Tweets and Facebook comments per day, Qualtrics (Clarabridge) Engage ensures that the most critical comments are responded to first, the irrelevant (or spam) comments are filtered out and no customer is ignored.

*Bain & Company

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