Your company is likely on social media to connect with your audience and to get them to take beneficial action. But what is realistic to expect? Nielsen Norman Group has identified 6 types of interactions that users have with companies on social media.
They identified the following core interactions, illustrated in this image in order of frequency.
Make Your Social Content Meet These Needs
Discover: Can I find something interesting?
Brands that help people to connect with interesting information tap into the interest in discovery.
Research: What is this? How does it work for me? How could I use it?
People look for content that helps them understand the people, products and services they encounter. Information that goes beyond pitches and sales language to help with understanding is the most valued.
Engage: Am I interested in the content the company posts on social media?
When someone gets excited about a brand, they want a way to feel connected. Social content helps them to feel connected in an ongoing way. This content nurtures a sense of ongoing relationship and makes it easy to share with others.
Purchase: How can I buy it?
Every brand loves when people come to buy. Businesses benefit when they make the process clear and easy. This is probably the most desired action. Not that it is not the top motivation for users.
Support: Can you help me solve a problem?
Problems have a way of cropping up outside of business hours. Brands that have an effective online presence help users get answers 24/7. Online content should help solve common user problems.
Promote: How can I share my experience with others?
Sometimes users want to create their own content related to brands. An online presence on the platform they are using lets them connect with the brand more meaningfully than a text mention.