Social customer care is more than just basic customer service. It means creating ongoing, detailed and sustained conversations with customers, prospects and even those who are “just looking.” Through online communities and other forms of social interaction, there are more opportunities to foster sustained dialogue, ask “tough” questions and follow up on issues raised. Instead of relying on verbal communications that dissipate as soon as the words are spoken, there is a written record of questions, responses, opinions and comments. The challenge is turning this detailed anecdotal information into data, and then using that data to improve results for both the customer and the business.
Spend time with your C-level clients so you can understand their desired outcomes. What are they hoping to achieve from participating in the community? How would they measure success? The path to value from participation will be much clearer for them if you answer these questions together. Take the time to develop a strategy before engaging a C-level audience; they are well worth the investment of time up front to get it right.
To explore how organizations are leveraging social technologies and practices, Oracle, Leader Networks and Social Media Today partnered to survey more than 900 marketing and technology executives from organizations around the world. The results showed that transitioning to a socially enabled enterprise, also known as a social business, is a key priority for business executives. The study also highlighted the challenges organizations need to overcome to realize the potential of social technologies and practices.
The finest social business leadership team or community manager can benefit from a little outside guidance, fresh ideas, new perspectives and best practices to keep the social business machinery humming. The good news is that successful communities can perform even better, and laggards can make significant improvements, when the right strategic, tactical, operational, technical and organizational changes are implemented.
That’s the key: identifying and implementing the right changes to keep your community on track. What kind of activities, practices and behaviors should be assessed to ensure it is healthy and operating efficiently to generate the greatest returns? There are well over 120 checkpoints to assess an online community’s strengths, weaknesses and opportunities for growth and greater success.
Social business is becoming a transformational strategy for companies to get closer to their key stakeholders in innovative ways. ROI, metrics, strategic alignment, operational impact of social business – this is what it is all about!
Online communities are not a new phenomenon, but they are now capturing the hearts and minds of social media users around the globe. There seems to be an online community for every walk of life or group. But the underlying operations of a given community can vary drastically, depending on whether it is consumer-focused or a business-to-business community. If you are building or running an online community, or a member of one or more, it is important to understand the differences to maximize the value of your online home. Some organizations do not realize there are a variety of different online community models to explore – each with its own set of benefits and challenges. Below is a brief overview of the different types of community models:
In this new age of paid vs owned vs earned media, I see strong parallels between those who are still playing in the kiddie leagues and those who are athletes. I’ll grant you it’s not black and white — there are different forms of performance with owned and earned media.
Paid media is straightforward – a company pays for advertising or promotion.
Earned media is about publicity that comes naturally, organically and without payment.
Leader Networks officially defines an online community
The world of social business continues to evolve. No one considers it a fad anymore.