Optimizing Customer Journeys Through Social Media

Customer connections through social media are vital in developing meaningful relationships that contribute to a business’s success.  H. Tankovska’s Statista 2021 article about social media usage daily by internet users worldwide reveals people spend on average 145 minutes per day on social media as of 2019 and 2020. Social media enables businesses to connect with customers by creating two-way communication to enhance their journey with a meaningful, personalized experience.

Social media enables businesses to conveniently reach, engage, interact with customers, promote growth, and increase sales and brand awareness.  Customer engagement with a brand occurs throughout the customer lifecycle, which provides opportunities for businesses to influence customers and optimize various touchpoints of the customer’s journey.

Social Media Benefits

Improve Customer Satisfaction:
Social media enables businesses to address negative customer reviews by constantly monitoring customer social activity relative to the brand and managing negative publicity quickly and effectively.

Businesses can proactively communicate with customers if they have complaints, an unpleasant experience, and encounter issues or have concerns about a product or service and create a positive, memorable customer experience.   

Increase Sales Opportunities:
Social media creates convenient opportunities for customers to purchase products that brands showcase. 

For instance, social media platforms such as Instagram and Facebook serve as a means for companies to increase their brand followers and communicate with customers about their brand content and an e-commerce platform that allows customers to shop directly and make purchases while navigating the social media platform. 

Furthermore, customers can instantly impart their shopping experience and brand interaction and promote the brand through their likes, mentions, and posts to family, friends, and other connections.

Increase Brand Awareness:
Brands utilize social media platforms to develop brand awareness campaigns and promote their content, such as videos, product launches and developments, and blogs on social media platforms.

Social media aids customers in obtaining information about the brand’s new product or services, product development, and be alerted about the latest trends, making it easier for customers to identify, view, and share with others.

Build a Social Community:
Businesses can promote customer engagement with the brand by building a social community that supports customer conversations, post interactions, and opportunities for customers to share information, research, and provide feedback about a product or brand, service, and experience.

Customers share brand recommendations, referrals, experiences, and testimonials on social media that helps put customers’ mind at ease by validating their decision making about the purchase of a product or brand.

Success Feature: Sony’s PlayStation

Sony optimized their customer journey by successfully leveraging social media to promote their brand and product, PlayStation, a video game console, and increase their brand awareness and growth.  According to Veena Ramakrishnan’s blog article about the most followed brands on Twitter in 2019, a popular social media platform, Sony PlayStation, experienced an increase in Twitter followers from approximately 5 million followers in 2014 and about 17 million followers in 2019. Sony’s successful growth in their brand and followers on Twitter results from Sony consistently, actively, and continually engaging their consumers by posting brand content promoting PlayStation and its games through new video game trailers, streaming events, and gameplay footages on Twitter.   

Key Takeaway

Monitor and analyze metrics such as likes, shares, mentions, posts, and followers to evaluate the brand’s performance on social media to make improvements and implement growth strategies effectively.

Businesses can understand the brand’s customers and followers, and customer values, beliefs, and interests can be identified and explored through social media.

Social media enables businesses to create a welcoming environment that promotes a two-way conversation and dialogue that engages customers and provides a platform for customers to voice their views, opinions, and feedback about products or brands.

Brands must be authentic and consistent in the brand’s voice, humanize the customer interaction to create a memorable and personable customer experience throughout the customer journey.

Achieving success by optimizing the customer journey through social media entails seizing every aspect of the customers’ experience to maximize and enhance customer engagement and interaction with the brand to successfully develop long-lasting and long-term customer relationships and increase customer satisfaction, the brand’s value, and sales.  Social media fosters a mutually beneficial relationship between a brand and its customers – meaningful, profitable, and valuable.  

Did you enjoy this post? Learn about customer journeys, this post, and more! 

6 Steps to Building a High Performing Brand Awareness Campaign. Kapost. (0AD).


Tankovska, H. (2021, February 8). Daily social media usage worldwide. Statista. https://www.statista.com/statistics/433871/daily-social-media-usage-worldwide/. 

Unmetric. (2019, September 19). 25 most followed brands on Twitter in 2019. Unmetric Social Media Analytics Blog. https://blog.unmetric.com/most-followed-brands-on-twitter. 

By Natalie Simpson | NatYourOrdinary.com
     naturordinary@gmail.com | Instagram: @natURordinary

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