Answer to Question 1
Answer: In addition to reacting to customers, you can build goodwill by proactively enhancing customer relationships through social media. Psychologists from Rutgers University categorize Twitter users into two groups: informers who provide useful information to their followers, and meformers who Tweet primarily about themselves. The informers have more social followers. Businesses can earn audience goodwill by becoming informers, providing their audiences with interesting and useful information about products and services. For example, MMM Cupcake Truck, a food truck in Houston, tweets the truck's location so customers know where to find it, and Jet-Blue tweets information about flight delays. Businesses can also provide educational content that customers and potential customers will value, a technique known as content marketing. For example, Rubbermaid tweets about organizational and cleaning tips that are useful with or without its products. Social strategist Lisa Barone suggests that businesses increase their presence in the marketplace by becoming an educational hub and a resource that consumers rely on for information.
Answer to Question 2
Answer: Different types of social media have different capacities, and the most effective messages will take advantage of those differences. No matter what social media platform you are using, you have the opportunity to go beyond the printed word and use interactive dynamic formats that engage the audience. These include links to other sources for additional information, short videos, and photos, especially for mobile applications. Once you've chosen your platforms and your messaging strategy, develop a weekly schedule for social media updates.
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