SOCIAL NETWORKING ON MOBILE DEVICES
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How social networking can be used as a tool for public relations and customer retention.
“A study by research firm comScore says 64.2 million U.S. citizens use their mobile devices for social networking, with more than half of them doing so almost every day.”
The Importance of Mobile Presence for Museums and Cultural Institutions
Museums and cultural sites have started adopting applications to highlight their collections and exhibitions. These apps are appealing to a modern crowd, particularly those who are actively involved in social networking. They provide a variety of functions, including: interactive map and search features, interactive gaming features, and even social networking capabilities (3 out of 4 of the most popular application features used on smartphones.)
•First, providing visitors with a unique and interesting experience is the best way to provoke positive word-of-mouth from visitors. (A custom iOS or Android application is one way to do this.) •Second, if museums or institutions are also accessible on social networking sites, visitors will have a place to share their valuable commentary. •Third, providing visitors instant access to social media within a museum application allows them to share their experience with a vast network of friends and family. In other words- free publicity and wide-reaching word of mouth.
Social media is changing the face of customer loyalty programs.
One major way that museums and other cultural institutions can reward visitor loyalty is through special promotions, discounts, and announcements. This way, customers benefit from special deals and brands get the advantage of free marketing. Social media marketing endeavors target relevant customers that have already expressed interest in a brand by ‘liking’ them on Facebook.
When done right, social media marketing equally benefits both parties involved.
It is vital for brands to recognize their loyal customers and encourage positive word-of-mouth. With the rise of social networking, WOM is becoming louder than ever! Visitors get VIP treatment and special access, while museums get free promotion (it is a win-win situation!).
Customers need to feel VALUED.
If they are spending their valuable time and money to visit and support a museum or cultural institution, they must feel like they are part of that community. Thanks to social networking sites like Facebook Twitter, Blog Sites, and Foursquare, it has never been easier for sites to stay in touch with their visitors and fans. By posting photos, videos, news, and other interesting information, brands are sparking the interest of their existing customer base.
The ultimate all-in-one tool: public relations, customer relations, and brand management. So how do you create this delicate sense of community? Easy… be responsive! When fans comment on posts, address them directly and thank them for their support. Form a bond and give your brand a friendly personality that the customers can relate to. Join in on conversations and show that you are listening, clear up any miscommunication, and address any criticisms that may come up. There is no better way to make your customers feel valued and important. Their opinions matter and deserve to be acknowledged!
More direct communication = higher customer retention
Social media users who engage with museums and institutions online demonstrate a deeper emotional commitment to the brand. According to a report by Bain & Company, social media users are 20%-40% more likely to spend more than customers who aren’t involved with the brands online.
Interested in taking the first step towards social networking success?
MyOrpheo provides customized apps with social networking capabilities. Providing your customers a social media connection where they can share their comments and feelings about your brand is priceless. You can gain valuable insight that is not available through any other platform. Gain a deeper understanding of your clientele and no longer limit your social interaction with them. Gain the loyalty and satisfaction of your museum members and create a community that people are proud to be a part of.