User experience is a key element when designing a successful website. But good UX shouldn’t be reserved solely for customers already on your site. How can you translate good user experience into your social media strategy as well?
An excellent UX strategist thinks of the end-user first. In UX social media you must fully understand who your customer is and identify what they are looking for when they first visit one of your social channels.
Great social UX focuses on capturing the customer’s attention right away. Then delivers on what’s promised in a clear, concise way that is easily actionable and seen as valuable content to your potential customer.
Use these five key elements to define a clear UX social media strategy.
Know Your Customer
Always think of your end-user first. Know who your core customer is and try to answer their question before they ask it. Think of the why behind each post you compose. Why would your customer need to know this information? How is it helpful in serving their needs?
Define Your Voice
Once you know who you are speaking to it’s important to define your brand voice. Create a personality for your brand that sets the tone. And know how to authentically engage with your customer through every interaction from “like” to comment to question.
Create Easily Actionable Content
Ensure that each post you create has a simple, clear and concise call-to-action that gets a customer to that next step. When composing a post be clear on what you want the customer to do. Shop now? Watch this? Learn more?
With UX social media you are on the front lines of the customer experience. You need to ensure that the content you create, which is possibly the first glimpse a potential customer has of your brand, is simple yet attention grabbing with an actionable next step. Ensure your copy is easy to read and clearly shows the user what to do next.
Make Content Valuable
Your customer is coming to your social channel as a first engagement with your brand. Be sure to not only engage but also educate with each post you create.
It’s also important to understand the story you are telling your customer through both the visual and written elements of a post. There should be a balance between the two. With social it’s easy to put heavy emphasis on visual elements—video and images—especially when the dominating social channels are visually focused (think Facebook, Instagram, Snapchat). But an image can only explain so much. It’s important to add words along with the image to clearly define what you want your customer to do or learn. A photo is only part of the story you are telling. Copy with a direct message provides the added emphasis for the action to be taken.
Optimize Your Current Social Strategy
Don’t disappoint your customer. Your goal is to create a reliable and trustworthy two-way conversation. Part of this is posting on a consistent schedule to ensure that fresh, new content is being published on a daily basis giving customers a reason to come back.
As with all user experience it’s important to test, test and test again. Create a cohesive A/B test plan across all of your social accounts to ensure that you know what works for that specific channel and what content your customer wants to engage with. When testing also be sure to remember the differences between each of the social platforms and devices, particularly mobile vs. desktop. With each post you should be aware of how the image is displaying on each and test what works best with your audience.
It is imperative to think about the user experience as a whole on social media. From the first post your customer sees to a timely response to their question, think of how your customer is engaging with your brand on social and how you can provide the best experience along each touch point.
Looking to improve your social media user experience? Contact Filament to create a cohesive plan today.
