Social audio platforms are growing in popularity for a good reason. People crave a sense of community. We want to share ideas and experiences, and the desire for connection intensified during the worldwide pandemic. It was difficult to form and nurture relationships while confined to our homes. So, like millions of people, I was drawn to and obsessed with the first social audio platform, Clubhouse. It was unique, fun, educational, and entertaining. Clubhouse served a great purpose and gave us a sense of belonging when we needed it most. As the months and years flew by since Clubhouse launched in 2020, I learned and tested other social audio channels like Twitter Spaces and LinkedIn Live. And now, I’m discovering Discord and Wisdom. 

Knowing which platform is right for you and how to make the most of it for personal and professional benefits is challenging. It’s hard to keep up as the internet doesn’t sleep, and platforms continue to evolve. Besides trial end error, I am learning from online communities such as one led by social audio specialist Keith Keller.

Last night, a diverse group of us had a lively conversation about each platform’s pros and cons, which I’ve summarized below. Time will tell which social audio platform will sustain the most growth and member retention. I firmly believe the one that makes it EASY and SIMPLE to use and provides a best-in-class customer experience will win! CX and UX are game-changers.

The Differences Between Social Audio Platforms:

The list of social audio platforms is increasing. The key difference is the audience they attract which continues to evolve. Clubhouse and Twitter Spaces, for example, are more geared toward casual conversation and networking. LinkedIn Live and Wisdom are more focused on professional development and industry-specific topics. Finally, Discord seems geared towards gaming and communities of like-minded individuals.

When choosing a social audio platform, consider your goals and the type of audience you want to reach. For example, Clubhouse and Twitter Spaces may be a good fit if you want to build a personal brand and connect with a broader audience. On the other hand, LinkedIn Live or Wisdom may be a better choice if you’re interested in sharing your expertise and connecting with other professionals in your industry. And if you’re looking to connect with a specific community, Discord may be ideal.

The Benefits of Using Social Audio Personally and Professionally

On a personal level, social audio can help you build confidence and find your voice, connect with like-minded individuals and build a community. On a professional level, it can help you grow your online network, develop your brand, and establish yourself as an expert in your field. Influencer marketing is booming because people don’t trust advertising. Listen to DoingCXRight podcast episode 69 to learn more about this topic and the ROI (Return on Influence).

By the way, if you are a podcaster, you can host live audio sessions that can be recorded and repurposed as show episodes. And also, use these platforms to promote your podcast and connect with other show hosts.

Using Social Audio To Deliver Better Customer Service Experiences

The following explains how and why to use Social audio as part of your customer service strategy:

1. Gain customer insights. By hosting live audio sessions and encouraging customers to share their thoughts, companies can gather valuable feedback to optimize experiences across the customer journey.
2. Announce new products and services before the launch. Social audio can boost awareness and influence buying decisions without hard selling. It’s also valuable to announce limited-time promotions and discounts and ways to redeem them for more sales.
3. Provide customer support. Social audio enables people to call in and speak with an agent or chat-based sessions to type in questions and get answers in real-time. It’s especially beneficial post-purchase to diminish returns.
4. Create a sense of community around a brand. Offering regular live audio meetings where customers can interact with each other and the company fosters a sense of trust, loyalty, and engagement.
5. Conduct training sessions. Allowing customers to get the most out of their new purchase and troubleshoot issues helps reduce customer service calls later.

In summary, social audio platforms like Clubhouse, Twitter Spaces, LinkedIn Live, Discord, and Wisdom offer many personal and professional benefits. When choosing a platform, consider your goals and the type of audience you want to reach. To make the most of these platforms, be authentic, engage with your audience, network, and promote your content without a traditional selling mentality. With these social audio actionable tips and best practices, you can find your voice and differentiate your brand with CX at the forefront.

Want To See What Social Audio Experience Looks and Sounds Like?

Check out Stacy’s guest appearance on Twitter Spaces hosted by Madalyn Sklar #TwitterSmarter.

Check out more of Stacy Sherman’s content about Influencer Marketing and Doing CX Right.

How To Build and Maintain A Successful Online Community That Enhances Customer Experiences

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Social media has become a central aspect of our lives, enabling us to connect easily with others and share thoughts, experiences, and passions. Yet, with the increased use of platforms like Linkedin, Instagram, TikTok, and others, people get caught up in the race to accumulate as many followers as possible. To boost their online presence, they are buying fake followers, likes, and comments to appear popular and influential.

What is the actual cost of fake followers? Is it worth sacrificing authenticity and trustworthiness? I say NO! NEVER! Don’t ever be “fake famous.”

If you are unaware of what I am referring to, watch the HBO documentary “Fake Famous.” It dives deep into social media influencers’ culture. You’ll quickly learn that the concept of fame in the digital age is complex, multifaceted, and worthy of critical examination.

About “Fake Famous”

The HBO documentary follows director and journalist Nick Bilton as he sets out to manufacture fame for three people by buying fake followers and engagement for them on social media platforms. Through this experiment, the film examines how social media algorithms and user behavior contribute to the creation and maintenance of online celebrities. It raises questions about the authenticity and value of online influence. The movie also explores the impact social media fame can have on the individuals who attain it and the consequences of the pursuit of online celebrity.

Favorite Quotes & Lessons From “Fake Famous”

“Fame is not what it used to be. It’s not about talent anymore. It’s about who can game the system the best.” (Nick Bilton). 

This quote highlights the changing nature of fame in our digital world and the importance of being smart and strategic in building an online presence.

“Social media is not real life. It’s a highlight reel.” (Winnie Harlow) 

This reminds us that what we see online is often an intentionally curated and edited version of reality. Remember that behind social media accounts is a real human being with struggles and challenges.

“The more fake followers you have, the more fake followers you have to buy to maintain the illusion.” (Nick Bilton) 

This underscores the danger of relying on fake followers or engagement to create the appearance of influence. It can quickly become a vicious cycle that is challenging to break.

“Fame is like a disease, and can consume you.” (Chris Bailey) 

This highlights the potential downsides of pursuing fame and the importance of balance and staying grounded as a celebrity.

“The social media world is a very fragile and fickle place. One day you’re hot, and the next day you’re not.” (Nick Bilton) 

This reminds us that online fame and influence can be fleeting. Focus on building honest connections and a solid foundation for your online presence rather than racking up many followers.

How To Tell If An Influencer Is Fake

Search for red flags: For example, an unusually high number of followers or engagement, an excess of sponsored content, or a lack of authenticity in their content or interactions.

Observe the level of engagement: If an influencer has a large number of followers but a relatively low number of likes, comments, and shares, this may be a sign that they have purchased fake followers.

Check for inconsistencies: For example, if an influencer claims to be a travel blogger but has few or no photos of themselves traveling, this may be a clear indication.

Research influencer’s background: For example, if someone claims to have a large following but has a relatively small online presence before a sudden surge in popularity, this may be a sign that the person bought followers.

In Sum: Influencer Marketing Is Not Going Away.

When done right, influencer marketing can effectively generate brand awareness and positive outcomes for individuals and brands. Yet, the old saying “less is more” is still valid in our high-tech digital world, so focus your efforts on maintaining trust versus fake fame. 

Learn More About Influencer Marketing

Subscribe to my newsletter to get notified of upcoming articles about how to be a highly regarded influencer in your industry and best practices to leverage influencers in shaping customer perceptions and value in the long run. 

Also, listen to Doing CX Right Podcast or video where I interviews Neal Schaffer, a sales and marketing expert, author, and keynote speaker.  

Press Play To LISTEN to Doing CX Right Podcast Ep. 42

You’ll hear the best-kept secrets to identify, approach, and engage authentic influencers who help you elevate your brand, get new clients, and increase customer loyalty.  

Press Play To WATCH Interview on Doing CX Right Youtube Channel

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