Good white paper from Astute entitled, "Holistic Social Relationships: Breaking down social media silos and enabling a coordinated brand voice."
Lesson #1: The majority of social media conversations aren’t relevant to the business, but those that are can be incredibly valuable. Listen intensely to find relevant conversations. Those that are not relevant to business can be a good way of building relationships and putting a human face on your company.
Lesson # 2: Social isn’t something you can own, it needs to be leveraged as an integral, vital and strategic channel. Getting access to relevant information is important. Delivering it to key stakeholders is critical. Strive to create relationships in social media. Provide information of value. Answer questions before they are asked. Be a trusted, transparent source of information.
Lesson #3: It’s not enough to simply monitor social media. You must be able to find and act on critical issues in real-time. Responsiveness is key. The more timely the response the more trust you build.
Lesson #4: Consumers want to tell you more about what they like and don’t like. They’ll tell you in great detail about how they use your products and services. Make their feedback a strategic part of your organization and engage them further to understand the emotional connection they have with your products and services.
Lesson #5: Integration is important and connecting of all parts of the organization to social systems is critical. Build a common platform based upon the needs of your service origination and you’ll find more flexibility and access to the most important information. It's critical that everyone speaking for the firm in different social media channels are delivering a consistent message that is "on brand." Consistency breeds trust. Inconsistency breeds confusion and distrust.
Lesson #6: Collecting data is terrific, but look closely for actionable feedback from consumers AND act on it! Train your firm's social media participants what is "actionable feedback" and why it's important. This is their, and you firm's, opportunity, to be "awesome," be responsive and provide an outstanding customer experience.
By empowering your employees to engage with customers via social media, you are putting a human face on your company.
To ensure you are delivering an integrated message, make sure your employees understand the vision, mission, values and strategic positioning of the firm and are able to articulate them in the appropriate manner via social media.
Have a "go to" person for any potentially problematic situations and get everyone participating in social media together on a regular basis to share what they are seeing, hearing and learning.
How are you leveraging social media in your organization?