If you could only had one social media option to support your business goals which one would you choose? Chances are you said Facebook without a second thought. As the 800 pound gorilla of social media, it should be a no-brainer but is it really the best for your business? Roughly half of the respondents named Facebook as the most important social media platform in Social Media Examiner’s 2013 Social Media Marketing Industry Report, which surveyed a cross section of businesses using social media in their marketing mix. As Syncapse research revealed, Facebook drives revenues. Besides, there’s something to be said for a large audience of engaged users. Actionable Marketing Advice: Create a Facebook presence and be active there. What’s interesting about Social Media Examiner’s data is how the other social media venues measure up....
art Two. An edited excerpt of What’s the Future of Business, Changing the Way Businesses Create Experiences
In Part 1 of this series, The First Mile: The Broken Link of Social Media Customer Service, we reviewed the opportunities and challenges that face any business seeking to engage customers in social networks. To become customer-centric requires a culture that supports customer-centricity and an active investment in defining the first mile experience.
The first mile of customer engagement is a post-commerce or post-transaction strategy that invests in an ongoing experience to keep customers happy now and over time. Doing so sparks positive word of mouth and in turn influences decisions the dynamic customer journey that defines the new era of connected consumerism. If in fact getting closer to customers is a key objective, then why do many businesses neglect the first mile of customer experience?
In February 2012, American Express published a report that found 46% of U.S. internet users stormed branded social media presences to express frustration about poor experiences.
In the American Express study, the results were as telling as they were indicative of how much work it’s actually going to take to transform customer experiences. For the most part, brands miss a majority of activity in the social web whether it’s good or bad. But, if you break it out to the most common engagement opportunities, companies will need to rethink the overall social media strategy and allocation of resources. Social media marketing is just the beginning. Customers aren’t on popular social networks because they’re looking to be entertained by their favorite brands. They’re online to seek and share experiences.
Take a look at these numbers for example…
50% – The number of customers seeking an actual response from a company about a service issue.
48% – The percentage of people who praise a company for delivering great service or experience.
47% – The influence factor of your customers who share information about service and experiences with a wider audience.
46% – Those who vent frustration about a poor service or experience.
43% – The amount of customers asking others how to have better experiences.
...just because you’re using social media for business, that doesn’t make you a “social business”. Far fewer companies have applied the principles of social networking throughout their business; in many cases the Facebook and Twitter presence is just a Social Façade, a marketing layer that aims to disguise that in the rest of the company it’s the same old anti-social business as usual. Of course, there’s absolutely nothing wrong with using social media as a marketing channel. But to see social solely for this purpose means missing out on much wider potential benefits. A report by McKinsey Global Institute in July 2012 claims that “while 72% of companies use social technologies in some way, very few are anywhere near to achieving the full potential benefit.”...
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