An IBM study found study found out that about 26 % of chief marketing officers track blogs and only 40 % follow any online communications. And the most shocking is that about 82 % still rely on traditional “old school” market research to plan their marketing strategies.
As social media is two way communication and offer tremendous opportunities for companies to get in touch with their audience this seem like somebody has not activated the phone or fax while somebody is scared of communication!
Companies like Coca-Cola, Nike, DELL, and Starbucks, only to mention a few shows how important social media and the conversation is which is taking place there. Companies which engage their target audience in social media show them that they care and are willing to listen what their audience is talking!
As a business which is active in social media you get direct feedback for your product and the chance to improve and evolve them that way your audience wants to buy them.
Companies which embrace social media and the opportunity to step into conversation will be the winners, there is no question!
Studies prove that companies which transform their communication skills to social media gain more trust and strengthen their brand.
Here are some simple steps how companies can step into social media conversation!
1.) Create a social media policy. There are a lot of examples only which you can use to get ideas.
2.) Get active and build a corporate blog where you publish information about the topics your audience cares of.
3.) Spread those blog articles in social media like Twitter, Facebook and also in LinkedIn if you are B2B focused.
4.) Listen to the conversation in social media networks and if you have something beneficial to contribute do it, if not listen further.
5.) As you are in conversation keep the water cooking and ask open questions, ask for recommendations and critics and answer your audiences’ questions.
6.) Be always honest! Do not even try to hold something back.
7.) Be authentic! People forgive mistakes but they not forgive to be ripped so easily!
8.) When you get critics than deal with it in a professional way! Critics and complaints are great to step into discussion and show your point and to show that you care and are willing to improve your products and services.
9.) Measure your doings to learn where the social media conversation is leading your business.
As social media is no trend it will not vanish and Chief Marketing Officers should very quickly embrace this powerful communication channel.
If you still believe your audience is not in social media than prove this by doing research there for your industries top key words or for your competitors and you will see by yourself if other companies have already take action there to get in touch, maybe with your recent customers.
—What have been your experiences with social media for your company? I am looking forward to your feedback.
Further important resources:
Marketers struggle to harness social media – survey
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