RTC Business Communicator for Spring 2016

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6 SPRING 2016
Business communications are no longer just about
getting the right message out; now we have to con-
sider the messages coming in. Social media makes
it possible for companies to easily have conversations with
those outside the company. Customers have unprecedent-
ed choices in where to shop, so it’s important to maintain
these conversations in a positive way.
Rethink That Email
In addition to providing a receipt, an email following a
purchase can contain links to other products on your site or
to an online survey. An opt-in email subscription can keep
your company top-of-mind at minimal cost. For maximum
benefit, personalize emails as much as possible to each
customer’s habits and preferences.
Stay in Touch with Facebook
Because of Facebook’s algorithms, a customer who Likes
your Page may not always see your updates. So, make it
worth their while to actually visit your Page. Post special
offers, coupons, and other ways for your fans to benefit. In
addition, make sure someone in your company regularly
monitors (and responds promptly to) comments.
Tweet Your Way to Success
Twitter is useful for posting special offers, promoting events,
and showing behind-the-scenes photos and videos of your
business. It’s also a great place for listening to your custom-
ers. Set up alerts to know when your company is mentioned
and respond quickly. Use any problems as opportunities to
improve your customers’ impression of you.
Start a Blog Conversation
A blog can provide customers with up-to-date information
about your company while also giving them the opportunity
to comment. Just remember that comments must be properly
administered to avoid “comment spam” and inappropri-
ate language. Also, make sure you update your blog
regularly; if your last post was two years ago, customers
may think you’re behind in other areas, too.
Learn About Quora
Quora’s premise is simple: questions and answers, and this
straightforward format can work to your benefit. First, set
up a profile to increase your visibility, and then use Quora
to find questions that you have expertise on. Stay active to
build a following and keep providing your unique input.
You can even check Quora’s stats to find out which of your
answers are most popular.
Conduct a Survey
There are several online survey companies ready to help you
out if you don’t have the staff to conduct one yourself. These
include: Poll Daddy ), SurveyMonkey (sur-
, and Zoomerang ). You
can also use Facebook or Twitter as informal survey tools.
To make the most of these conversations, be sure to use
common business courtesy and rules of engagement, such
as refraining from defensiveness in response to complaints.
Finally, allow customer comments to shape your company’s
goals and practices.
Communication
is a Two-Way
Street
Use these tools to engage your
customers in conversation