How CMOs Can Leverage Social Media to Connect with Customers and Prospects

As a Chief Marketing Officer (CMO), social media is a powerful tool for connecting with customers and prospects. To maximize the potential of this platform, it is essential to have a plan in place that outlines your goals and objectives. A great way to start is by using a social media listening tool to monitor mentions of your brand, name, and content. This will help you identify opportunities to engage with your customers and prospects.

You can also use tools such as BuzzSumo, Twitter search, or digital news sources to find interesting content to share on your social networks. When engaging with customers, it is important to show appreciation for behaviors and messages that align with your goals. Ask questions that will generate conversations and discussions around topics that are relevant to your messaging and social media objectives. Additionally, take advantage of any negative customer experiences by listening to their questions and providing helpful answers.

Megan McDonagh, marketing director at Amperity, an enterprise CDP provider, highlighted the importance of not forgetting about customers when interacting with internal teams. She noted that companies can lose up to 80% of customer loyalty opportunities if they don't realize the potential of social media for customer interaction and retention. For marketing executives who are uncertain about how to find the right balance on social media, there are three guidelines they can follow: be specific in your objectives, share useful content from other sources and from your brand, and interact with your community. Finally, it is important for marketing managers (CMOs) to gain a deep understanding of the current state of their brand's marketing initiatives before taking on a new position.

This will help them create an inventory of the assets available to them and set up alerts for the tools they need. The iterative process of refining and improving the marketing plan should continue as goals and objectives evolve. By leveraging social media strategically, CMOs can create meaningful connections with customers and prospects. By monitoring conversations, sharing relevant content, and engaging in conversations, CMOs can build relationships that will lead to increased loyalty and engagement.