More than 1 million businesses are estimated to register Facebook business pages each month. Social media platforms are the most widespread and instantaneous form of global communication and information-sharing used by consumers and businesses. The number of users of social media platforms is as impressive as the rising adoption rate of social media by businesses.
We are seeing a dramatic extension in the purpose for which companies use social media. Consumers continue to demand corporate transparency, but it is consumers’ increasing appetite for immediate information that is transforming how organizations approach the customer. It’s becoming imperative for organizations to extend their customer service practices to include social media. With all of this in mind, we need to ask ourselves a few key questions:
- Are we managing social media effectively?
- Are we applying the same level of rigor and smarts to effectively capitalize on the benefits of social media as low-cost, far-reaching, rich-media channels?
- Or, are we falling behind on how we manage social media internally, negating any cost savings and maintaining only a responsive-neutral position?
So what do we have to consider when examining our current social media management strategy? Let’s explore.
1. The domino effect
The domino effect on social media is as powerful for a brand as it can be detrimental. The speed at which news and opinions are shared among communities and friends across social media can impact the perception of a brand immediately–for both good and bad.
The low-cost nature of social media is a key reason businesses choose to redirect some of their traditional marketing spend to these channels. However, for large-scale organizations that have a large social media presence,...
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