How custom database software can enhance social engagement

Posted by Justin Hesser on January 18, 2013

Social media engagement has become one of the most effective ways for companies to market themselves. Posting content on business Facebook pages or tweeting links to pertinent pages on the company website can develop an influx of new customers. However, this is a complicated process that must be properly managed.

As the digital information age took off roughly five years ago, it became apparent that having a website just wasn’t enough to develop an adequate online presence. Social media pages became increasingly crucial as networks such as Facebook, Twitter, LinkedIn, Pinterest and Google Plus grew in popularity. However, simply having these pages is no longer enough. Companies must actively participate on them to engage online consumers.

Doing so does accomplishes a number of business goals. It shows customers that the companies they “like” or follow online care about their brand image and actively participate in customer engagement. Creating content on the company’s behalf goes a long way in building stronger relationships with consumers.

“People share content more readily than they sign up for a stream of brand chatter. Content still works as a badge,” writes Matt Rosenberg, the author of the article. “Content is happy just being shared and does not ask for anything more. You’ll have to create more solid, not-overly-promotional content and spread it with a light hand.”

This strategy can also help businesses compile pertinent consumer data, which can be used to target specific demographics or even specific individuals. Suppose a company posts a video on its Facebook page and 300 saw it through their friends without actually liking the page of the organization that posted it. Those likes are important pieces of data because it gives companies targets to further engage and turn from prospects to regular customers.

However, this data must be properly managed. A FileMaker-based database software system can capture this information and allow marketers to process it in a way that enhances their customer engagement strategies.