Social Media Boots Are Made For Running

02/25/2010

Boots cowgirl red  These boots were made for walkin' and that's just what they'll do  .. It's funny the songs that get stuck in our heads. As I prep for a trip to San Antonio boots and cowgirl hats spin in my mind. And girlfriend, those Texas boots are red and sassy! Wondering if Nettie will be wearing a pair ..

Social media is walkin' and some might say runnin' through our business practices. Sadly, it's barely crawling in terms of an integrated process through out most enterprises.

As our understanding of how our customers, the media, prospective employees, current employees, share holders and more use the social web it becomes evident that BBF Shel Israel was right. Social media does not live only in the world of marketing. Public relations, customer service, operations and human resources are exploring ways to incorporate online digital conversational tools.

Comcast is using Twitter as a customer service channe; while the business-to-business company Indium has tapped its engineers and scientists to create twelve niche topic blogs. Small local businesses like Atlanta restaurant Pizzeria Venti are on Twitter, Facebook and including blogger relations outreach to build relations with neighborhood patrons through special offers and conversations.

Isipho, a small nonprofit that’s mission is to improve the lives of the children in Nzinga, South Africa, has raised its awareness and brought in funding through its Facebook page, blog and tweets. Dell is a marketer's dream selling millions of dollars of computers through special Twitter offerings.

All too often, enterprise social conversations are grassroots efforts .. which might seem like it would dovetail with the social media culture. And perhaps it does.  However, with so many areas of the enterprise joining digital conversational exchanges With customers and stakeholders we inadvertently created a set of expectations.

Limited planning and neglect in creating a comprehensive enterprise social media direction results in disappointing customers and in the disconnect of the brand promise. Why? Because we can't sustain the same level of engagement since too frequently no one knows what all of those social media experiences entail.

A few questions for you to consider at your next department meeting:

 Is service better on the Twitter channel than in your call center? 

Does a blog or Facebook post provide more relevant information than your website or brochures or trade shows? 

Do your enterprise bloggers or twitters understand the needs of your customers better than your traditional sales force? 

Is the HR specialist bringing in more qualified candidates through LinkedIn than ads or recruiters?

Please, please, please .. keep in mind: Every time a customer or client interacts with your employees (or -gulp- agency .. you are transparent about that I hope!) within your social media assets (Twitter, blogs, Facebook, YouTube, etc. You do consider then assets and not resource drains?) it creates not only a new experience for that One person but it is viewed by hundreds if not hundreds of thousands of people. That secondary audience also experiences your brand and builds expectations of how they assume you will treat them. 

More questions:

From the customer perspective: If my friend receives a comment from you on her blog post or my neighbor gets his problem resolved from a tweet But I do not .. how is the disconnect in service and the brand promise resolved? Not to mention the "feeling badly" emotions that may occur.

From the enterprise point of view: How in the world do you scale this stuff without hiring a cast of zillions?

One of the benefits that social media brings to the enterprise is  ... a we can not wait any longer .. critical need to ensure cross functional communication systems are in place.

Processes should be developed to capture the learnings and information occurring from each social media touch point. Ideally, that information should be analyzed and placed in a common, let’s call it digital repository.  In addition, critical information should be directed to people who can quickly provided a response and begin a solution process.

  “Un-soloing” an organization,  whether it is a Fortune 100 enterprise with global divisions or a small business with three employees with distinct responsibilities, takes time, commitment, often a change in culture and team work.

These boots are made for walkin' .. or perhaps we should change the song to these shoes were made for runnin'!Running shoe

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Comments

Have fun in San Antonio. Thanks for the lists of questions to go over. I think that these, if taken seriously, will give some great insights to people and companies who take the time to work through them.

Posted by: Promotional Products on Feb 26, 2010 12:51:02 AM

I have recently been introduced to the concept of Social Media through my MA course...
In my country(Bangladesh)social media is yet to gain popularity but honestly I totally agree with all that you have stated because here in the UK and all the developed countries people live and express themselves more personally in the digital/virtual world...

& businesses in order to know their customers need to conntantly be on toe in the world of SOCIAL MEDIA...A world which is quickly transforming from one that was called VIRTUAL Reality into THE REALITY..

Posted by: NanditaKhan on Mar 11, 2010 6:33:18 PM

Nice article. I spent some time reading this blog. Hoping that you could write more articles that are informative.

Posted by: philippine call center on May 14, 2010 5:26:00 AM

With social media marketing you can spread the word/products into large number of people attracting them to visit and subscribe. Like call centers in the Philippines, they are using social media sites to post updates to people and help them become well-known.

Posted by: call center philippines on Oct 13, 2011 12:20:08 AM

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