Come to the social media marketing, is your corporate also think that get a Twitter and Facebook account is all you need? Many companies do that due to the difficulty, challenge with measurement and authenticity, along with some other reasons.
To your firm’s social strategy success, three parts of phenomenon companies have to get them integrated – Work your employees do, Technology and the Society. If you can integrated them effectively, a huge opportunity to achieve success in the game of social media can be reached.
Many companies just learn that, talk is cheap and easy to do, meaningful dialog is much more challenging and hard to work on – they need to put more effort into between developing an ongoing dialog, listening and learning, and collaborating with customers in a more meaningful way. In the other words, they need to start connecting all those activities together instead just let consumers continue to experience that typical silly corporate experience. Thus, bear in mind of that, the difference between a task orientated mindset and a relationship orientated mindset is Chalk and Cheese.
Year 2011 is not that far, many companies’ websites are not just a communication tool, it is their chief revenue source as well. More and more firms will apply the same level of rigor for their social web to demonstrate ROI and integrating their sites with the broader social web.
When you see the objectives in the coming year are become primarily important objectives for the business, it is means that “social” is starting to mature.
As an Industry Analyst, here is what Jeremiah take:
Out of balance, the Corporate Social Strategist plans to integrate social media with the corporate website.
Social Strategists have deployed social media in existing social networking channels like Facebook, Twitter, and beyond. Yet there’s an inbalance as they’ve joined customer where they are, but have not tied it back to their overall corporate website. This is due to a few reasons: primarily stemming from the reactionary nature of “we must have a Facebook strategy” and not thinking it through, and also the freedom to not rely on legacy IT and web publication systems. To restore balance, strategists will start to infuse the most trusted conversations of prospects and customers back to the corporate website closer to the point of purchase or during customer support.
Companies will focus on engaging in dialog with customers –yet expect most will do it wrong.
The second most important goal (43%) companies said they’ll focus on is developing an ongoing dialog with customers using social channels. Yet, our previous research focused directly on how they’ve attempted to do this on their own Facebook Pages shows that while they’re updating content at a rapid pace, they lack true dialog, engagement, and enabling the customer to leave their own voice.
While volume of customer voices increase, corporations bolster listening efforts –despite substandard tools.
The amount of content being created in social channels is increasing exponentially. To match, companies are already investing in brand monitoring systems, with deal sizes ranging from 50-100k per year per major product set. Yet, despite this investment, most of these tools lack maturity and do not return refined data sets, nor actionable information. Despite the technology challenge, the problem is getting worse for brands as the amount of content created by customers is increasing at a rapid pace.
Confused by Disparate Data and Inability to Tie to Transactions, Strategists Seek to Prove Their Efforts.
While the disruption that social media has caused is evident, 48% of Corporate Social Strategists struggle to measure the value for the following reasons: Disparate set of data, a plethora of engagement metrics – yet no tie back to transactions, and vast array of data growing at an exponential rate. To combat this, Social Strategists must learn the difference between: Business Metrics (revenue or cost savings), Social Marketing Analytics (CSat, share of voice, advocate influence), and Engagement Metrics (fans, likes, friends).
Leading an Culture Revolution, The Social Strategist Focuses on Change Management.
Make no mistake, social media has impacted a company to it’s core; there’s a complete cultural change happening. Yet despite the sea change occurring as companies try to catch up with customers, there’s immense internal resistance. As such, 35% of Corporate Social Strategist is trying to change the organizational flow of the company and 37% intend to provide ongoing internal training and education to explain how people’s jobs are forever changed.
To Fix Root Problems, Social Strategists Try to Infuse Customer Voices to Fix Products.
Social Strategists are mainly marketing to customers using social channels, (43%) and even fewer are focused on supporting customers (16% for direct customer support) …. continuing read it here.