Each quarter Snoo.ws tackles a new series topic to provide our audience with insight, intelligence, examples and ideas. This month is Monitoring Month where we will cover everything from basic monitoring 101 to the top monitoring tools to monitoring’s role in your overall strategy. So, stay tuned – there’s plenty to come.
Throughout ICUC’s monitoring month we’ve focused on the imperative need for social media monitoring. Brands can use social media data to improve their campaigns, communication, engagement and other efforts aimed at building customer relationships across social platforms.
We’ve also discussed that the true value of social monitoring is not in collecting the data but turning that data into actionable marketing insights that can inform your social strategy.
Now it’s time to take that concept one step further.
Now it’s time for you to realize that the social insights developed can be valuable to more than those managing your day to day social activities.It’s important to share your social intelligence across your organization to ensure that others can benefit from this important market research.
People within your organization need to understand that social media is more than just sending out a tweet or updating Facebook. Done correctly, it enables the most intimate brand to customer experience available. If social media is the “front lines” of the consumer experience, than everyone in your organization should understand the importance of listening to and learning from the social community.
One way to start building a social organization is creating a social media task force comprised of key stakeholders within your organization. This isn’t just the marketing team or PR team (although they need to be there, too), but rather representatives from every department with input into the competencies of your brand.
A few departments that should be on your social media task force:
- Public Relations - Social monitoring isn’t just about “the crisis”. Help your PR team understand how understand drivers of positive and negative social sentiment can help manage brand reputation and assist in planning future PR campaigns
- Product Development - What new product features do customers really want? Would they want it in black or white? Use social media to ask your community the questions that your Product Development can use to aid in their decision making. It’s a win-win. They get the info they need and your customers feel like they are part of the process.
- Finance - Does your Finance team know that you could help lower call center costs by using social media? Show them how you can use social media to cut costs and drive profitability.
- Customer Service - Whether or not your brand conducts traditional customer service through social media, customers are constantly providing feedback about their customer service experience. Take these learnings and use them to better all of your customer service touchpoints.
- Human Resources - Social media is a fantastic way to recruit talented new employees. Work with your HR team to find out their needs and how use can utilize various social platforms to help them hire the best talent possible.
Don’t be surprised if you get some initial pushback. There are going to be some that think they are far too removed from your social media efforts to think that it applies to them. But it all starts with inviting them to share their perspective. Find out what customer information is most critical to their success. By helping them to understand how social media monitoring insights can be relevant to their needs, you’ll be helping to build an organization that values social media on every level.