More consumers are shopping, searching and turning to social channels for customer service, according to HubSpot’s latest State of Consumer Trends report. The report shares that, in the past 2 quarters:
- 41% of consumers surveyed discovered a new product via social media
- 19% sent a direct message for customer service
- 31% turned to social to search for answers to their questions
- 25% of 18-54 year olds prefer to search on social than through search engines
It also notes that Gen Z, Millennials and Gen X all prefer finding products on social media vs. any other channel and that influencer recommendations continue to be an important factor. However, according to the Social Insider, influencer marketing will shift away from direct recommendations to seamless product placement for a more subtle form of influence. This is likely a partial result of Gen X, Y, and Z being more savvy when it comes to influencer marketing.
How can your organization prepare for these changes and more?
Start by taking cues from your target audience. Ask for their feedback and watch their behavior. Are you seeing an uptick in service requests? Then it may be time to add the right resources to monitor and respond to this channel. Have you measured different types of social content to see what your target audience is responding to the most? It may be time for a deeper dive into your organic and paid social analytics to see where you are getting the most traction and where you have some opportunities.
Need a hand with social media review and strategy? Kearley & Company’s dedicated social team is here to help. Contact us today to learn more or request a free consultation today.