The new X, or better known by its former name Twitter, is the communication platform par excellence. Every day millions of users share their thoughts and opinions on this platform, making it a key tool for brands.
X allows you to connect directly with customers and keep up to date with their needs, which is an extension of customer service, a key factor in creating an effective relationship marketing strategy.
The role of X among all social media
Within the universe of social networks, X is the ideal platform to showcase the strengths of customer service, as the conversation is constant and immediacy is one of the strengths of this platform.
Therefore, good customer service should be key when planning a relationship marketing plan on this platform. If there is not going to be a fast, effective and quality response to users’ doubts and complaints, it is better to take our communication to other platforms.
In order to succeed as a brand on X, in addition to the capacity to respond, we must actively listen, be aware of what is being said about the brand, what our followers are looking for or their needs, it will help us to get to know them better and adapt the different strategies (product, communication, etc.) to the real problems that users are concerned about.
How do I target my audience on X?
We must bear in mind that each social network has its own codes and language, as the target is different in each of them. In the same way that we would not post a photo of ourselves on the beach on Linkedin, neither would we launch an official statement on Pinterest, so we must adapt the form and tone of our messages according to the social network on which they are published.
In the case of X, the social network of short messages, we know that our language has to be more direct and approachable. When a user comes to this platform, they are looking for quick, concise and effective answers; if they wanted a more detailed explanation, they would go to the brand’s customer service telephone or email.
#TweetIberia and its relationship marketing strategy
A good example of a successful campaign is #TweetIberia, where the airline sought to impact its youngest target, so it launched a campaign in X where, in addition to a trip to New York, the prize for the winner was to see their tweet labelled on one of the company’s planes.
As we have already said, adapting the content to the form and language of X is basic to be able to apply a correct relationship marketing strategy and attract followers, but we must bear in mind that this type of content also helps to improve customer loyalty. If a user decides to stay on our profile, we must ensure that they will be impacted by content that is interesting and/or fun and that whenever they decide to interact, they will receive a response.
