Nike have mastered social media marketing through a shrewd, distinctive and classy tone of voice. Even so, they still take the time to interact with customers who have queries or comments, even if those engagements don’t do big numbers. Too many unreplied or ignored queries really aren’t a good look.
Also, adapting your tone when interacting with different types of comments is an important distinction to make. This example from Yorkshire Tea is not only the morally right response, but shows an adaptability when it comes to engagement. While talking and posting is inevitably the centre of the social media universe, listening and being able to read the room is an essential skill.
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