I wanted to share and discuss this YouTube video link by 1800 Enterprises because, in my observation, it paints a pretty accurate (and almost astounding) picture of the “state of social media” for 2014. While we should be past the point of thinking social media is a “fad,” it’s still important to have a full understanding of just how big it has become. Once you understand, you can begin to strategize on how to best use it to your advantage.
In my field of creating customer experience and engagement strategies, I saw three statements in the video that were particularly useful in guiding how organizations should leverage social media.
1. 80% of Twitter use is on mobile devices. People update anywhere, anytime. Imagine what that means for bad customer experiences?
This prodding question might be cause for worry for some organizations that have not taken social media seriously. With Twitter being 80% mobile, every organization is under a microscope 24-hours a day. (And unfortunately, people are more likely to tweet about negative experiences than positive ones.)
Social media has empowered customers to talk about your organization to a larger audience than ever before. But your organization is empowered as well. Don’t sit on the “back burner” of social media, simply reading tweets and posts about others’ interaction with your organization. You can post about what your organization is doing too! Post about your employees, tell stories of new efforts and initiatives. Don’t let the world of social media be a conversation where you’re not talking.
2. Successful companies in social media act more like Dale Carnegie and less like David Ogilvy. Listening first and selling second.
This point helps drive home the notion that social media should be used to listen to customers. The good news about customers talking about your organization on social media is that it can be easily monitored. This means you have access to constant and genuine feedback so that you can continuously improve. You can set up streams in content management systems such as Hootsuite or TweetDeck (for free) to track what customers are saying about your organizations, and other organizations too. This is also a lesson in engagement, which brings us to our next point…
3. Successful companies in social media act more like party planners, aggregators, and content providers than traditional advertisers.
This is perhaps the most useful point of the video. Social media should not be used to simply “sell” it should be used to engage customers with meaningful, relevant content. An organization should only be using social media to push out content that is valuable to its customers. Have a personality. Post a pretty picture. Tell a story that’s emotional, or engaging, or cute. Social media allows organizations to have relationships with customers, not just to push out information and try to sell products.
What are your thoughts on “The State of Social Media”?
Rosetta Carrington Lue is the Chief Customer Service Officer and Senior Advisor to the City of Philadelphia’s Managing Director. Follow Rosetta on Twitter @Rosettalue or visit her blog at www.rosettacarringtonlue.com