Social Care: The Path To Happier Customers and More Sales 🤑

Are you struggling to see real results from your social media marketing efforts? Wondering how to turn social platforms into reliable revenue channels?

Your customers are researching, reviewing, and shopping from brands on social media. They’re also using social media as a support channel. They want fast, human, helpful information when they need it—regardless of which platform they're using.

Pushing sales-focused content through social media isn’t meeting that need. You need a different approach that delivers tangible results.

How Does Social Care Work 🤷🏻‍♂️

Social care is often confused with social media moderation, but they're fundamentally different approaches.

Social media moderation is primarily about managing content—filtering comments, removing spam, and enforcing community guidelines. It's reactive and protects the brand. 

Social care, by contrast, grows the brand by proactively finding and responding to customer questions, solving problems, and creating meaningful conversations with potential and existing customers. Instead of waiting for people to reach out, social care uses social listening to proactively find and join relevant conversations, taking the burden away from your customer one click at a time.

Brooke Sellas has developed a 4-part flywheel approach to implementing effective social care:

• Conversation

• Acquisition

• Retain

• Engage

The first step is to implement proper social listening.

Traditional social engagement only captures people who directly tag or mention your brand. Social listening, however, allows you to find "dark mentions"—conversations where people discuss your brand, products, industry, or competitors without tagging you.

Tools like Sprout Social, Sprinklr, Amplify, and Agorapulse can help you monitor these conversations at scale. While these tools can't access private messages or groups, they provide valuable insights into public discussions about your brand ecosystem.

The BIC Method for Social Listening 👀

• Brand: Monitor your brand name, stakeholders, product names, etc.

• Industry: Track industry terms and search phrases your potential customers might use when they're looking to buy from someone like you or your brand. This would include “running shoes” or “best running shoes” for a company like Nike.

• Competitors: Listen for conversations about competitive products and services, which can reveal opportunities for differentiation. Sellas explains how this can lead to strategic marketing advantages: "If Nike is using keyword listeners for a competitor’s shoe that compares to Nike’s Air Jordan, and they see the majority of the conversation around that competitor shoe is negative because the laces break after three runs, Nike can create a differentiated campaign by demonstrating their laces last longer than their competitor’s."

Now, you can begin to implement social care.

Conversation 🗣️

Instead of treating social media as a megaphone for broadcasting content, approach it as a telephone for two-way communication. Create conversational content to talk with your audience rather than at them, and you’ll transform passive followers into active fans.

• Run polls that are adjacent to your brand.

• Share opinions and ask for audience feedback

• Start discussions with thought-provoking questions

• Create "unpopular opinion" posts to stimulate debate

While these might begin as fun, general-interest questions, they can evolve into valuable market research. "You're not just asking to ask," Sellas explains. You're not just asking for the engagement bait. You're asking because you want to do something with it."

LinkedIn demonstrates this approach by publishing posts like "We've reduced the budget. Name another marketing horror story in four words or less." They then analyze the responses to understand customer pain points and create content specifically addressing the most commonly mentioned challenges.

Acquisition 🤝🏻

The second part of the CARE method relies on social listening. Once you've identified relevant conversations, the next step is to join in. Answer product questions, offer solutions, or send links to a how-to video.

At a certain point, these conversations can also lead to sales. Whether to continue those sales conversations publicly or move to direct messages depends on the context and product.

Retention 🫶🏻

Retention in social care happens in the replies—too many brands simply "like" comments instead of continuing the conversation. Sellas finds this approach lacking. If a person took the time to comment to you, a brand, don’t simply like the comment. Keep the conversation going. 'Hey, thanks, Brooke. Which was your favorite part?”

This deeper engagement matters not just for the commenter but for everyone watching. "Remember, social media is a spectator sport," Sellas emphasizes.

Engagement 👥

Effective engagement means listening to customer feedback and taking action on it.

Blume’s customers repeatedly mentioned loving a particular scent and wanting it as a deodorant. Blume compiled these comments into a carousel post on Instagram, announced they had created the requested product based on customer feedback, and linked to the shop. The result? Sold out in a few weeks.

Q&A

• So, are you ready to harness the power of using drones for your business?

• Do you have any pain points I can help you with smoothing out?

• What do you think you could utilize a drone for and how would it impact your business?

Whenever you’re ready, here’s how I can help you:

1. Book a {10 MINUTE} Business Power Call with me, to arrange working together to make your social media videos stand out online as I tweak your approach, and analyse how to improve your current video, business strategy or marketing.

2. Don’t have time to create great videos yourself? Focus on your business, whilst we focus on creating the videos that you’ve always dreamed of. Get in touch to find out more.

Until next Friday, love to you all!

My Partner Services
Sky Adsmart  | Cheekymonkey Marketing  |

Fire an email back to me at [email protected] and let’s keep the chat going 👌🏻