Real time engagement is the key. Make a habit of searching what customers are saying about your brand and interact immediately. Plan to monitor continuously during key events or breaking news and react quickly by engaging your audience.
2. Monitor Reputation
It is human nature to be more inclined to write a review or comment when things go wrong, so it is only natural that online conversations always tend to degrade. Don't ignore bad comments or reviews, engage and try to recover the user from a bad experience. Be on top of what is happening and learn from bad reviews to improve the customer experience.
3. "P" for Place
Your social media strategy should include a place where your community can have free conversations, try to allocate strategically wether so you can be able to better monitor
Content should be engaging, in order to win with social media create by using the three most important factors:
Information - Peaks under the curtain, exclusive access, teach something and give a vehicle to teach someone else.
Identity - Anything that furthers someone's identity is more likely to be shared.
Emotion - Stirring powerful emotions that move people.
Give your product a voice, a personality. Community is very important because a big part of the purchase decision is based in belonging to something that enhances your lifestyle.
6. Think Ad-Hoc
In order to engage your customer base try to customize as much as possible. By creating sub-communities tied by #hashtags you can target and engage different smaller groups with more personalized communications.