Larger networks and wider company participation in social media helps you reach more people and create a bigger social platform and will generate more business opportunities. It also means it’s more important to have context around the relationship with social customers.
- How will different team members know what has been said to a certain person on Twitter over the course of long periods of time?
- Should the Marketing team know that a certain member of your network has talked to your Customer Care team multiple times on social channels before responding to new questions they ask about your brand?
Having context around each of these interactions helps you understand patterns and desires of each individual in your network and also helps ensure your communications are informed and tailored to the needs of each person. Usually a core part of social media management systems, notes and conversation histories should be captured to help your team have a centralised location for this interaction that can be accessed by all team members. So you need to understand where you can extract RELATIONSHIP HISTORY out of a CRM or BI system
IDENTIFYING AND EMBRACING ADVOCATES & INFLUENCERS WHO CAN INFLUENCE BEHAVIOR & DRIVE CONTENT ENGAGEMENT – Identify ways of
- monitoring organic conversations
- following dialog about your brand
- tuning into industry trends
- tracking content engagement with regard to @mentions, retweets and comments
NEXT STEPS TO TAKE: Have a plan in place to monitor and assess
- What is being said about your brand?
- Tracking conversation histories of your network members?
- Providing feedback and posting replies and information based on the feedback you are receiving