LINE Official Account Management: Beyond Just 'Adding Friends'

While browsing the list of articles on the official LINE Yahoo note, something caught my eye.

Source: Let's make effective use of LINE Official Accounts to succeed in attracting customers to your store! — LINE Yahoo Official Note

The theme was how to utilize LINE Official Accounts to promote store visits. While I think it's a good angle, at the same time, the "stumbling blocks" I often see in the field came to mind.

"Number of friends" is not the goal

Counting from my time at CyberAgent, I have seen hundreds of LINE Official Accounts, but many companies place their evaluation metrics solely on the "number of friends." Even if they work hard to get people to add them through ads or pop-ups, there are truly many cases where the enthusiasm for management ends there. From the moment they add you, you have actually only just reached the "starting line."

The "first exchange" after adding determines success or failure

The subsequent block rate and response rate are almost entirely determined by what kind of message is received immediately after becoming friends and what kind of conversation begins. This is also my own realization from daily designing the invitation of people from web touchpoints to LINE. I want to spend as much time designing the "first conversation" after passing through the entrance as I do on the effort to create the entrance for attracting customers.

I think about including the design of continuous relationship building that lies beyond the superficial KPI of the number of friends. I was reading this article while hoping that more companies would adopt such a perspective.

DOTZ Inc. also shares ideas and case studies on this kind of LINE Official Account management.