The 3-Minute Guide to Making Customer Stories ‘Social’

Customer case studies and success stories are among the most in-demand content for prospective customers.

But are they big draws in social media circles?

You bet.

A report from IDG Knowledge Hub indicates case studies are a hot item in social media.

The survey asked IT buyers about preferred content. Respondents named case studies as content they like to see in blogs, wikis, microblogging, social networks and discussion forums.

So, how do use customer stories across various social formats?

Here’s your quick guide:

Blogs
An estimated 77% of active web users read blogs. They’ve proven to be powerful drivers of search engine traffic.

Feature your best customer stories on your blog. You can post written stories either in full or summaries that link back to the full case study on your website. Or, showcase a customer testimonial video.

As always, focus on the customer’s experience and path to success, not just tooting your own horn.

Here’s a great example of a written story.

And a video story.

Be sure to get the customer’s permission before you publish anything with their name on it!

Twitter
Twitter is an amazing way to build relationships. And more business naturally comes out of that.

Share valuable information with your followers regularly, including any new customer case studies or success stories.

But you only have 140 characters. While you can’t tell a story in that amount of space, you can pique followers’ interest with an engaging headline.

Ideas:
•    How a small biz increased web traffic 400% [link]
•    ABC Mftg saves millions with better inventory mgmt [link]
•    Gaming co saves equiv of 2 FTEs with online self service [link]

Give followers the link directly to more information about that specific story.

Use link shortening sites like http://bit.ly to reduce character counts. Also, abbreviate where you can to make it easier for followers to Retweet.

Finally, ask whether the featured customer will Tweet and link to the story about the success with your product/service.

Facebook
When using Facebook to promote business, set up a Facebook Fan Page.

Posting on Facebook is similar to Twitter, but you have a bit more space. Include your headline and then a short description of your story with a link back to the full story.

The full case study or success story can reside either on your blog or your website. But if you direct folks to your blog, they are more likely to subscribe for regular updates.

LinkedIn
As a professional network, LinkedIn doesn’t tolerate promotion. If done the right way, it’s a viable venue for letting folks know about customer successes.

Similar to Facebook, mention a customer story as your status update on LinkedIn and link to the story.

But what’s really powerful are Groups. Join relevant groups or consider creating your own group – but not just a group by your company name. People are more likely to join a group on a topic related to them like “Best Practices Inventory Management” than one limited to just one company.

Here, it’s about sharing and discussing.

If you blog a customer’s story, post it as a News item only in relevant groups you’re part of and link back to it.

Think educational, not promotional, when linking back to content.

YouTube
YouTube is reportedly the web’s third largest search engine.

If you create customer videos regularly, start your own “channel” on YouTube and post all new video.

Update ALL at once
Sites like www.ping.fm let you update multiple social media sites at once.

Your social media options go well beyond these popular five sites. Find out where your audience is, and discover ways to share your stories with them.

Don’t Lock Your Stories!
Social media is about freely sharing. Don’t bring people to locked content and make them give you something in return for access.

The rule of thumb: If you lock your case studies, then don’t publicize them on social media.

Better yet, don’t lock your case studies.

By leaving them free and open, MORE people will see them, increasing the chances that you’ll actually make a connection with a greater number of people.