Social content provides shoppers with contact information, industry news and educational insight.

Brafton recently reported that consumers want customer service via channels like social media, but companies are slow to adopt such practices. In fact, even with 71.2 percent of companies worldwide offering customer care through social media, about 41.2 percent noted that they only dealt with 5 percent of issues through the networks. The lack of attention given to concerned consumers via social channels could become a greater problem this holiday season as buyers hit the streets, look for deals and beg brands for a little assistance along the way.

Google reports that this season 44 percent of smartphone owners will use devices to find nearby stores and 51 percent of web shoppers research online before they buy products in stores. A brand’s social Page might also attract on-the-go buyers: 2012 data indicates that more than one-third of all social users access networks from their smartphones.

More, Brafton reports that determining key local ranking factors and optimizing websites with local content like street addresses can help brands take advantage of the high percentage of Americans who use mobile to find local businesses. While optimization puts brick-and-mortar stores in view on the web, brands have to go the extra mile and create custom content that engages with on-the-go users.

Social accessible contentContent marketing professionals must heed the signs of mobile social customer care becoming more important in 2013. According to data from MarketLive, as reported by eMarketer, 66 percent of U.S. online buyers told the surveyor that accessible contact information was important to them when buying gifts online. Marketers who provide customers with informational branded content tailored to answer pressing and frequently asked questions have opportunities to attract wider audiences.

As previously reported, consumers turn to the web for educational content, and posting informational pieces to social accounts caters to the needs of both on-the-go consumers and those who Like brands simply to receive customer care. With the holidays approaching quickly, publishing regular content to social accounts helps create a memorable and stress-free shopping experience.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.