SOCIAL MEDIA IS BECOMING ONE OF YOUR MOST STRATEGIC BUSINESS MANAGEMENT TOOLS

business management tool social media feffe kaufmann

Over the past five years since I got involved in the business, social media has evolved from an extension of a company’s public relations efforts into a strategic business tool. Today, the savviest companies understand that social is as much about relationship management, product development, risk management, and human resources as it is about push and marketing.

It is at once a powerful source of business intelligence, a tool for building authentic personal connections at massive scale; and a way to improve measurement of marketing and advertising performance. No wonder that some companies today like KLM, LEGO, Coca Cola and many more run social media war rooms where executives across the organisation can track social metrics.

Here are eight ways that leading companies are using social channels to boost the performance of their businesses that go far beyond the obvious uses of customer service, marketing and reputation management.

1. Social listening to understand customers’ needs and desires

Social media chatter can be a great source of information about what customers really think about your products and services as well as what they really want and need from your category. It’s unfiltered data that gives you a more accurate view of what people’s needs, frustrations and wants are than you’d get from most market research. The biggest plus is that you can get a view of what consumers are looking for, what they like, and what they don’t like in their own language.

2. Gathering competitor intelligence

Listening to social media isn’t just a good way to track customer discussions about your own brands and products – it can also give you an interesting perspective of what customers think of rival products and brands. This can help you understand your own strengths and weaknesses compared to the competition so you can craft better marketing messages.

3. Measuring marketing performance

Social listening tools can yield interesting insights into the performance of your marketing and advertising campaigns, in turn increasing the accountability of your agencies and internal teams. You can get some worthwhile quantitative data – are people talking about the campaign and how much of the conversation has a positive or negative tone – as well as qualitative insights – do the conversations show that people are taking the right message from your adverts?

4. Warning system for bubbling crises

Active social listening can give you advance warning of potential crisis situations such as a defective product that slipped through your quality control processes, a negative rumour that might affect your share price, or high volumes of calls impacting your contact centre’s service levels. You can use this information to rally your teams (whether it’s customer service, corporate communications and legal) and draw up a response plan before the storm arrives.

5. Connecting and building relationship with potential new customers

Social media isn’t really the right platform for cold calling new prospects, but it can be a great platform for building rapport with them. You can gently insert yourself into conversations when you can offer helpful advice and become part of general industry discussions to start building new relationships with people who might be interested in your brand or product.

6. A way to track public perception around sensitive business issues

Today’s customers value authenticity, transparency and a social conscience. Through social media, companies can learn about how they perceive your brand, especially when it comes to issues such as environmental sustainability and corporate social investment. You can’t spin around any of these issues, so you do need to listen with an open mind and communicate in good faith when you tackle them in the social sphere.

7. Keep your customers

Social media is arguably even more important for customer retention than it is for customer acquisition. When someone follows your brand on Twitter or Facebook, they’re invested and interested in you, and quite possibly already a customer. Used well, this is an opportunity to add value to their lives through meaningful content and conversation. These sorts of links can help promote customer loyalty.

8. Recruitment

Don’t underestimate how valuable social media can be to your human resources department. It can be a great help in sourcing new candidates for jobs at your business – post a job on LinkedIn or share it on Facebook and the CVs will pour in. At LeKa Solutions we got significantly more applications this way. It can also be helpful in understanding how candidates view your business as an employer as well as a source of intelligence about people you’re thinking of hiring.

Need help?

Social media today is a lot more than just a post on a fan page on Facebook. Today’s technologies enable you to listen, monitor and manage social conversations in a way that drives better performance throughout your business. One should keep in mind that social media, tweaking a strategy and handling the channels takes both time, creativity and a budget to make it fruitful no matter if it’s done done inhouse or out sourced.

If you got any thoughts, please contact me at feffe@lekasolutions.com.

photo credit: Alexander and the troops! via photopin (license)

60+ Great, Free Tools for Modern Storytellers

feffe-kaufmann-change-is-constant-60+-great-digital-tools-for-storytellers
It takes a bit more knowledge and hands on activity to get you where you want with the help of the web. Are you searching for a good blog platform, find fundings or get organised and much more? Here´s a great list of links that I found on Medium that can help most of us with something ;)!  [Read more…]

13 links for social and digital media to stay on top of the game #MidWeekNickle

midweeknickle-feffe-kaufmann-social-media-digital-landscape

With two friday the 13th in the last months the number of links was inevitable. This months edition; Twitter is on the move, Facebook might caused you a drop of likes on your page, inspiration and what makes a photo memorable! All this in the #MidWeekNickle  [Read more…]

13 digital and social links in you need to read to stay on top MNW.16

MidWeekNickle-feffe-kaufmann-social-media-digital-links-change-is-constant-

The MidWeekNickle is returns to give a smart collection of digital and social media links you need to read to stay on top of if you are a marketeer. Communication is essential and in our ever changing digital world it´s hard to keep track of everything. MidWeekNickle is your summery hitting your inbox randomly. If your not a frequent flyer of my newsletter yet type in your email in the form below. Your inbox will not be spammed nor given away! Happy reading :)!   [Read more…]

I wish it was this easy; the best times to post in social media

time_to_post_in_social_media_feffe_kaufmann_

I often get the question when should post on different channels? Recently posted on Quicksprout`s blog was an infographic about best times to post on different social media platforms. One first must understand that this is large data quantities analyzed to only pick out the best times for different variables no matter who or what, it only comes back to when based on the average.  [Read more…]

We Are Social´s global annual report on digital, social and mobile

we are social global annual report feffe kaufmann

Every year We Are Social releases one of the biggest reports in the field of mobile, digital and social. The 376 page long Shareslide contains everything from global to specific market statistics. Before you plunge into it I extracted 10 amazing statistics for you. [Read more…]

14 enlightening digital and social links in #MNW3

digital-social-#mnw3-midweeknickle-

The MidWeekNickle is back, HOORAY! Happy resumption of the new year for you all and lets embrace all the new challenges as we slowly go into 2015. The smartphone came and revolutionised our lives moving from second to first screen. Digital and social media have matured and are now not only a hygiene factor for businesses and organisations but also their primarily outlet to communicate with public and their target groups. [Read more…]

#MidWeekNickle returns full of digital progression in 42:nd edition

#midweeknickle_feffe_kafmann_change_is_onstant_blog_social_42

The power of artificial intelligens will soon be in every app developers hands. Soon the next door shop will hit you with ads as your walking around the corner scrolling through Facebook. And people using Instagram shows everyday life in Ukraine during the uprising. All this and more in the #MidWeekNickle 42:nd edition. A tribute to Samuel Adams #THGTTG #42.      

[Read more…]

Social & digital news for marketeers in the #MidWeekNickle – Week. 39

#midweeknickle_week_39_social_marketing_feffe_kaufmann

Photo credit for header: blmiers2 via photopin cc

Inspiration, statistics and changes fills the 39th edition of the #MidWeekNickle. We use apps more then ever, Facebook keeps developing and Malcom Gladwell with his lovely hair gives a great talk about happiness, marketing and spaghetti sauce.  

[Read more…]

The #MidWeekNickle is back with your social links – Week. 35

#midweeknickle_week_35_feffe_kaufmann_change_is_constant

Hope summer been as great for you as for me. I went pretty much offline during the hottest months but now I’m back. Instead for spamming your inboxes every week I decided to do it less frequently. Every third or fourth week you will get your recap of social links from the #MidWeekNickle. Here is Week.35 for your pleasure.  [Read more…]