What makes people follow a brand’s social media account?

What makes people follow a brand’s social media account?

OABPO Blog Team Published on July 4, 2014

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What brings people to the social networking page of their favorite brands? More importantly, how does a digital connection affect their consumer behaviors? Open Access BPO, a leading provider of Philippine call center services, presents dissected reasons behind a consumer’s decision to follow brands online.

Brands that maintain a social media presence as an alternate or supporting channel for their call center services thrive on the popularity of their name online. If customers have no idea how to reach them on the Internet, taking the customer service initiative to a social network would turn out useless because, obviously, there’d be no one to assist and serve on this platform.

Knowing what lures people in and what makes them stay is the first step towards executing an effective social media campaign, be it for customer service or marketing. So, what baits do you have that consumers would likely bite?

Deals are always inviting

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An infographic published on Get Satisfaction’s blog said that special offers and deals are the main reason people Like a Facebook Brand Page or follow a business account on Twitter. On Facebook, 36.9% of a typical brand’s Likers probably joined its Page because of the deals offered there. This is also the case for almost half, or 43.5%, of a brand’s Twitter followers.

Moreover, a large percent of a following (32.9% on Facebook, 23.5% on Twitter) had already done business with the brand before joining its social media page, while others (18.9% on Facebook, 22.7% on Twitter) did so because of the interesting or entertaining content the page posts. Surprisingly, getting product assistance and news is the least inviting reason people follow business pages.

What happens after?

Let’s say your Facebook Page has enough followers. What should you do with them now? It’s unlikely that they all have technical concerns that your representatives would answer round-the-clock, so the types of interaction you’d likely have there are marketing-related, particularly these:

• Considers your brand when buying products of the same kind
This is what both Twitter (47.7%) and Facebook (40.9%) followers would usually do, but less than 25% said that they would always consider the brand.

social-media-conversations-engagements-word-balloons

• Buys your product or service
Again, those on Twitter (45.8%) have a higher chance of buying from you than those who follow your Facebook (42.8%) Page.

• Recommends your brand to others
However, Facebook Likers (39.1%) are more likely to recommend your brand than Twitter followers (36.8%).

How can you engage with them then? Since the majority of your online following followed you for the promos and deals you offer, it s best to hold contests to get active followers. The same Get Satisfaction research said that this is the most effective customer engagement activity, with 70% of consumers saying that they participate in brand-sponsored sweepstakes.

A sweeping 97% further claimed that an online experience has influenced them to either buy or avoid product, which only fortifies the idea that when conducting customer service or marketing activities online, it pays to know your market’s pulse in order to win their loyalty.

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#Repost | Team Allied Services and You:
𝗢𝗽𝗲𝗻 𝗔𝗰𝗰𝗲𝘀𝘀 𝗕𝗣𝗢 is once again supporting #RyansRun during the TCS New York City Marathon this November.

Ryan's Run is a nonprofit organization and NYC Marathon Charity Partner. This #sponsorship supports #charity healthcare system Allied Services and their goal to improve the lives of people with disabilities, life-changing injuries, and chronic illnesses.

Photo shows Open Access BPO CEO Ben Davidowitz presenting the multilingual #CallCenter's donation to Allied Services' Jim Brogna and Steve Davidowitz.

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Open Access BPO is a multilingual call center with locations in both the Philippines and the United States. The company’s Chief Operating Officer, Ben Davidowitz, grew up in Kingston, PA. His brother, Steve, has been part of the charity campaign since its inception in 2010, and will be running the TCS New York City Marathon once again this year as part of Team Allied Services and You. He will be joined by an Open Access BPO employee.

Thank you @openaccessbpo

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Open Access BPO, in partnership with the Philippine Red Cross, is holding a #BloodDonation drive on September 28.

Employees who haven't signed up as #BloodDonors may do so by filling out this form: https://buff.ly/3dvNyI6

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September 28 | 10:00 AM - 3:00 PM PST
Open Access BPO Makati, Glorietta 2 site lobby

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#Gamification works to create healthy competition and camaraderie among your #CallCenter agents while ensuring productivity and high quality support for your customers.

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