“How Do You Know She’s a Witch?” . . . “She Looks Like One!”

Social Media. Social Media. Social Media!

There. Let’s get it out of our system.

Nowadays companies love to throw a social media “phrase” into the mix, sometimes completely unrelated and out of the blue. Much like the peasants in Monty Python (watch the scene here). trying to dress up a witch, companies throw up a Facebook page and declare they are now on social media.

Yes, SM is great. But I say it all the time, it’s not the “Holy Grail” of marketing.

More importantly than creating a Facebook Page or jumping onto twitter, is looking at how SM can fit into your overall marketing strategy. More specifically let’s talk about the “customer experience.”

In some companies the “customer experience” is managed by a completely different department. But at MATRIX we talk a lot about it in our marketing meetings. After all, the marketing department should be helping with your branding, and the customer’s experience is going to brand you. Good or bad.

Because Social Media was the “buzz” of 2009, companies every where were throwing up SM positions and targeting recent college grads to start tweeting.

I understand that SM its new territory and companies were unsure about it’s “value,” but one thing that was failed to realize was SM, if done right, plays a HUGE part in your customer experience.

So, let’s back up. What do you do? How can you ensure that SM fits into your overall strategy, and guarantee that it provides a great experience for your customers?

  1. Make sure your SM team knows your brand! It’s easy to tweet or create a Facebook page, but does the person behind it know your brand to the core? Better yet, do they know your target audience.
  2. Train your team on “best practices.” How should they respond to a complaint? Or to a question they don’t know? – For Heaven’s sake, don’t just say “I don’t know. . .”
  3. Engage them in the discussions about your marketing strategy. The SM team should know what the overall goals are. Brainstorm ways that SM can fit into and help achieve those goals. Basically, make sure they know where the company is going.
  4. Incorporate SM efforts into your CRM strategy. If your SM team deals directly, even as much as a RT from a client or customer, it needs to be documented. You want to ensure that the rest of the company knows there was an interaction. Especially if there was a complaint. If you customer complains on social media, they shouldn’t have to then talk on the phone with someone that has no idea about the complaint.
  5. Encourage them to “look deeper.” This is probably the most vague point, but don’t just settle for the status quo. Encourage them to  look deeper at the stats. What are the trends, what does your audience seem most interested in?

As you quest for your own Holy Grail using Social Media, keep in mind it all comes down to forming genuine, not illusory relationships. Providing a way to connect with your customer and ensuring that they have a good experience with your brand.

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About AdamWaid

Adam Waid is a revenue marketer. With over 10 years of industry experience Adam is a strategic thinker who has a passion for producing revenue-generating results through solutions-driven marketing. Director of Customer Success at Pardot a Salesforce Company, Adam is focused on customer adoption, building scalable processes and programs, and delivering increased customer satisfaction and retention. Adam has a passion for ensuring Salesforce customers achieve the highest revenue possible using marketing automation. Adam is extremely active in the Atlanta marketing community. He was named 2014 Atlanta Interactive Marketer of the Year by AIMA; chairs the Marketing Automation group within the Atlanta Interactive Marketing Association (AiMA); organizes quarterly marketing automation meet-ups, teaches Digital Marketing courses, has written over 60 marketing blogs, 5 digital marketing eBooks, and speaks regularly at industry events.

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