When people think social media, they instantly think classify it as another marketing tool. During my time as a social media consultant and trainer, I have come to understand that social media is a powerful medium that spans a number of departments. This blog will discuss how to excel as a social media manager through the realization that social media is more than just marketing.
1. Customer Service
At first blush, you may think, “Really? Social media used for customer service purposes?” Yes! How many times have you read a Facebook post about an unhappy customer, or perhaps someone tweeting about a less than satisfactory service? Wouldn’t it be an awesome social strategy to solve concerns, murmurings, and frustrations before they fester and morph into brand-disasters? Absolutely!
Check out this video by Scott Stratton: The Tweet that Saved Delta
Why did this work?
Firstly, Delta Airlines has developed a strategy to listen for their brand on social media, including when the brand is not formerly mentioned, as well as spelled incorrectly. Because Delta was able to closely monitor all brand mentions, they were able to respond quickly to the tweet from Scott. As a result, of the immediate response from @DeltaAssist, Scott’s rage and anger is diffused.
2. Human Resources
Are you an organization that passively waits for qualified candidates to submit resumes? What if you could find talented, motivated, and inspiring candidates through social media? Similar to how @DeltaAssist diffused Scott (above), through social listening, social media can be used to actively search and recruit qualified candidates. While LinkedIn may seem the social media platform of choice from which to recruit candidates, employers also use platforms like Twitter and Instagram to find motivated candidates to fill vacant positions.Employers view an individual’s social media account as insight into the individual’s personality, work ethic, interests, and social media savviness.
On the other hand, many organizations promote open positions via their general social media accounts, or dedicated recruitment social media accounts, like @HootsuiteLife.
Perhaps it is my economics background, but I love the concept of social media monitoring and social media listening. Taking the brand watchdog concept one step further, companies can monitor social media for consumer opinion on things like active commercial spots. This is an amazing opportunity – like a live, ongoing, marketing-oriented focus group!
- #SwifferEffect is a campaign by Swiffer, highlighting the life-and-times of average users using Swiffer. People seem to love Lee and Morty, the adorable senior couple, but dislike the Tobin Family and the Tobin Stance. With these consumer insights, Swiffer could increase or decrease the amount of airtime for each commercial.
— Swiffer (@Swiffer) September 9, 2015
- #PretzelLoveSongs was a campaign from Wendy’s Restaurants to introduce pretzel buns to the menu. Early on during this campaign there was an online campaign to “Stop #PretzelLoveSongs” because of their a) frequency, and b) ability to annoy viewers. While it’s not clear that tweets caused the commercials to cease, they may have caused Wendy’s to shift in an alternate direction for future campaigns.
Ah yes… social media is about marketing! Not just any marketing, but relationship marketing. This type of marketing emphasizes customer retention and satisfaction, rather than sales transactions. Developing a relationship with clients and customers is about creating simple two-way communication between the customer and business (i.e. Twitter). An individual chooses to follow or “like” a brand on social media for many reasons, and I bet not one of them is “to receive advertising.” Companies, it is time to be human, be personal, and be responsive on social media! Develop and nurture relationships with your clients/customers such that they become brand advocates.
Do you have any examples to share? I’d love to hear them!