Christian Leborg
Curate your social media consumption and publishing.

Social media and anticipation

Activities on social media about products or services shape users’ expectations.

What kind of anticipation do we want customers to have? Activity on social media pays off as word-of-mouth, impacting your branding and sales. As a company, you can’t control all the activity that revolves around you, but you can publish content that gives the right impression and thereby shapes anticipation.

Why’s it imperative to build expectancy for an experience?Social media is present in many people’s lives; impressions made by you direct their attention and shape their preconceptions. Social media provides the best places to publish content that give an impression of what a product experience might be like.

How to manage customer expectations on social media?The most important aspect of social media is to be relevant. Social media activities have to be relevant to your user’s personality, her context and the situation that she is in. It’s important to make your social presence convenient for the user, as well as attractive, emotional, transparent and consistent.

"Technology and social media have brought power back to the people." – Mark McKinnon, Media Guy Media

When does anticipation evolve?Activity in social media happens before, during and after the actual customer experience. To be able to engage you need to be convenient for users at all those instances. More than half of all customer tweets to businesses are ignored, so use social media as a platform for customer service. Issues that get resolved may result in a customer recommendation.

Who can you influence?Publishing in social media allows you to connect with your customers and also to sell to people that you haven’t had a relationship with before. By continually communicating with your customers they in turn communicate with their connections and networks around the world.

Where do customers experience things that build anticipation?Social media conversations can’t be a substitute for direct communication, but by building communities around subjects of interest, your connection may connect with others in that community.Social communication isn’t always between the customer and an organisation, but can function within an organisation as well.

I am trying to build anticipation for products and services about brand-driven entrepreneurship on social media and this journal. We will see how successful the activities are sometime this year.

Have you built a following through social media? Please share.

Eric Qualman (2012) Socialnomics
Christian Leborg

Christian Leborg

Christian Leborg is a visual communicator and branding consultant. He specialises in building brand strategies and brand identities. Christian has worked with several specializations within visual communication as well as teaching and being an author. Christian now works on his third stint as an entrepreneur.