Think that social media has only a place in marketing and communications? Think again.

Social media is considered the hottest relational currency an organisation has when it deals with clients. And it goes well beyond simply setting up a Facebook page.

Social media can be an important component in reaching a number of business goals in areas as different as:

  • Customer care and services
  • Human resources
  • Sales and business development
  • Product innovation and development

You could be leaving a lot of money on the table if you’re not capitalising on the benefits that social media offers in these departments! Learn to avoid common social media pitfalls and build an effective integration of social in your business that can yield concrete and sustainable contributions to revenue for your business.

1. Customer Care and Services

Since its inception, social media has quickly emerged as an essential link between businesses and their clients. A recent study by analytics firm Simply Measured reveals that 32% of top brands have a dedicated customer services account on Twitter.

More and more clients are turning to social media as their preferred way to communicate with companies. Training your staff to handle these channels correctly is imperative. They not only have to competently handle sensitive support inquires and service requests via social, but also use every opportunity to promote your brand in every interaction.

Customer care spearheads your efforts of establishing a positive brand. Careful selection and training of your staff will go a long way to establishing your company’s brand reputation and customer loyalty.

2. Human Resources

“Rich Silverstein answers to nobody. And that nobody could be you.”

When Goodby, Goodstein & Partners, a top ad agency in the US, wanted to find an executive assistant for Rich Silverstein, they launched a recruiting campaign consisting of several absurd challenges that candidates had to complete to be considered for the post. This campaign went viral and attracted more than 4,500 applicants from around the world.

The example quoted above illustrates how marketing and HR can work hand in hand to mastermind effective recruiting efforts and increase your brand’s social sphere of influence.

businessman handshake social media recruiting

Social sites add further depth to your search for the perfect person for the job. They give you the opportunity to showcase your brand’s persona and hence provides an invaluable insight into the type of people who could be your next star hires.

3. Sales and Business Development

Social selling is a phrase that’s bandied around often these days but what does it really involve?

The relationship between marketing and sales is crucial for developing an effective social business. When both teams are in sync, there will be greater consistency in the way your brand is perceived socially. While sales teams speak in the language of your approved marketing messages, a social media manager can deftly include sales points in the online conversation surrounding your business.

The aim of social media is primarily to the bring people together and not to be used a sales tool. When using social as a means of increasing sales, the original intention must be respected and more effort should be invested in humanising your sales messages to build trust and respect in the exchanges between you and your clients.

4. Product Innovation and Development

The sheer volume of information about your brand in the social buzz it creates can yield priceless insights into both your strengths and weaknesses. What the social conversation is saying about you can be used as an important indicator of how your customers are actually relating to your brand.

social meda user feedback

Being constantly clued in to the social mentions of your company’s products and services is an unparalleled opportunity to glean immediate and unbiased feedback that helps you pinpoint any glitches or bugs that you can fix to increase customer satisfaction and retention.

Social Media: In conclusion…

Social is inherently emotional.

Embracing social media entails putting on a more human face to your business. It is essential to recognise and reward your customers’ investment in you to reinforce their passion and loyalty towards your brand. Passion and loyalty cannot be manufactured. They are bestowed upon your business as a sign of respect and appreciation by customers.

Your business’ roadmap will ultimately be based on the vision and values you want your enterprise to express, not on the latest social media chatter. By taking into consideration social interactions and feedback you can tailor better your roadmap to the terrain your organisation is built upon and increase the opportunities for your business to thrive.

Mark Debono

Author Mark Debono

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