On Thursday, we heard from Emil Cardebrant from the Social First agency Dobbler who talked about the social customer journey and how we manage to master it.

Emil talked about how social media audience segmentation differs from the traditional approach to reaching new prospects and turning them into customers. And how we can use available data to create contextual and personalised content to reach new audiences and drive sales.

Below are three concrete tips on how to master the social customer journey:

Tips 1: Install all relevant data collection tools, now! As social media is largely about different touch points, we need to enable us to connect with people and get them into our system as early as possible, so install the Facebook pixel right away and start collecting data.

Tips 2: To bring your potential customers closer to action, we need to make sure they are; seen, liked and perceived as credible. Think about and plan for the type of content needed to achieve this for your business.

Tips 3: Distribute your content based on past interactions and the relationship users have with your company. Traditionally, we've spread messages based on demographics, on social media it works differently. There we have the ability to communicate with audiences based on the type of content they have interacted with in the past to bring them closer to action/conversion. That way you can become more relevant in the flow.