Salesforce Social Studio: How to really gain new customers through social media


Whichever your target might be the chances to be present on social media are very high when there are officially 2 billion users on Facebook, 1.5 billion users on YouTube and the 700 million users on Instagram.

Marketing managers can now use audience analysis to identify the customers they want to attract in detail, and use a strategic mix of social media platforms to engage them directly through personalized and relevant content.
It costs a lot of effort to switch between social media accounts, to constantly post engaging content on “hot” topics and to be online for every message, mention or comment, but platforms like Salesforce Marketing Cloud and Social Studio can help you handle these easily.
The experienced marketers will agree that knowing your customers is the key to success, but every customer is unique and expects relevant communication. Salesforce Social Studio makes this possible.
Here are 4 ways of using customer data and gaining new customers through social media:

1. Listen to your target groups

With social listening, you can collect useful feedback about current conversations, posts, and comments from users on social media based on keywords. This can help you track your brand or product sentiment and build your future social marketing strategy on the collected data. With a complete platform for social media management such as Social Studio, you may even monitor the information flow through an artificial intelligence which inspects sentiment trends and recognizes related images to boost your social listening to the next level.


2. Engage your audiences through content

Apply your audience data into your content marketing strategy on social media.

Follow these rules when planning your campaigns in the social channels:

• Tell your brand story by posting quality visual content (incl. images and videos) on your social media pages

• Create unique content (e.g., videos, polls, or interactive Instagram Stories) to get more post or ad interactions

• Connect with brand influencers to promote content and deliver your brand messages to various targets

• Invest in building a personalized approach in customer service to address the needs of both current and potential customers better


3. Create endless shopping opportunities

In addition, you can use several types of content that can bring you instant conversions. For example, you can add a "Shop" section to your Facebook page and use the "Tag" option to mark a product from your Facebook Shop in your posts. When users click on the products in your posts, they will be redirected to the relevant product page in your Facebook Shop where they can make a purchase. You can tag products from your website or Facebook Shop into a post or Story on Instagram as well.

4. Measure and improve your campaigns in real-time

With Marketing Command Centre, you can measure the campaign success in the various channels as well as to track the path of every customer by channel ("customer journey").

"By 2020, 90% of the customer service will take place on social networks."

- Gartner


How Lids uses Salesforce to attract new customers

One of the most important components of any strategy for attracting or retaining customers is a committed and responsible customer service team on social media. A few years ago, the Lids Sporting Goods featured the Lids Press Box, a command center, based on Social Studio as part of the Marketing Cloud. The Press Box allows you to track essential social network conversations in real-time, to monitor the performance of your competition, to maintain ongoing customer relations, and more.

Six months after the Press Box release, Lids page followers have doubled from 495,000 to 800,000, which would take years otherwise. "We know we need to have a stronger digital presence, in social networks, as well as to be more loyal to our customers, “says Jeff Pearson, Senior Vice President of Marketing and E-commerce at Lids. 

“This is what our customers expect from us. They want to communicate with brands through social media.”


Next Consult is a Salesforce Gold Partner for Bulgaria, Romania, Switzerland, UK, and USA.

If you are interested in getting more information about Social Studio or in a product demo, contact us on



About the author: Tsvetomira Gencheva has experience in strategic planning, social media advertising campaigns, content marketing, email marketing, analysis and monitoring of advertising campaigns, marketing automation, etc. You can connect with her on

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