Did you know that only 11% of firms respond to customer/client feedback generated through social media channels? This despite the fact that Social is arguably the most public of most firms’ customer relationship channels – accessible and visible to all (with a full history for all to see) – much more so than 1-800 lines or online chat functions. In the age of Social, customer service is truly a “spectator sport”. Take advantage of this – proactively provide (and be seen to provide) value added and targeted information and services, make sure you’re on the social media platforms your customers are on, and be responsive (a 1-hour response time is the expected turnaround time on Social).
Ned DeBeck’s Picks
Demystify Social ROI (Alicia Taggio, Hootsuite)
Not many question the real business value derived from undertaking Social media efforts. But… how do you know if it is “working”?
1) Measure your true investment – what are the costs, including tools, as well as staff time, advertising, and even opportunity costs.
2) Connect your efforts to your larger business goals, each action on Social must have purpose.
3) Measure what counts, and don’t obsess on vanity metrics (likes, shares, views).
4) Calculate the impact, prove to your colleagues and others that Social works, and back it up with data.
Create Stories People Want to Consume and Share (Christoph Trappe, MedTouch, Director of Content Marketing)
Everyone loves a good story and being able to tell one is a powerful skill. So what are the ingredients of a successful story? You must provide authentic content - nothing beats real world and personal examples. There must be some form of conflict inherent in the story, and it must be resolved in some fashion – some might call this “meaning”. Finally, the meaning must be relevant to the audience, there must be an answer to “Why are you telling me this story?” If you can manage to write with these four things in mind then you are likely to connect with your audience, but only if you publish. The best stories in the world don’t get read if they are endlessly edited, so make sure to put them out in the world. If it’s not perfect, don’t worry, you can write another!