The internet has been around since 1993 and social networks are now widely used among people of all age groups, across all continents. While many people argue about how markets can use social media to connect with their target audience, everyone needs to remember the primary goal of these websites: to enable people to create better and more meaningful connections with each other.
Corporations are slowly adapting to the era of social engagement, because more engagement equals more transactions. Brand managers, PR staff, marketers and sales executives are slowly starting to figure out how to use tools – such as listening tools, customer communities, social analytics and BI as well as crowdsourcing – to create more opportunities for engagement with their customers. A shift from mass media, phone and e-mail has taken place to make room for social channels.
Why you need social engagement and customer collaboration
Even though companies know that they need to create a more social business, many of them keep on doing what used to work ten years ago. Companies that focus on creating social engagement and customer collaboration are leading the way. Everything from sales and customer retention to product development and crisis resolution needs to become more social. In order to move customers from being aware of your product to being passionate brand advocates, you need to create opportunities for them to engage with you and share their insights with your business.
One of the best things you can do to create a more social business is to organise your employees to engage with the market. Many existing employee roles are no longer relevant. The steps that you must follow include the following:
· Listen to what’s being said about you on social media
· Isolate what matters and determine what is relevant to your business
· Analyse the opportunities (understand the business context and priority of relevant conversations)
· Mobilize advocates
· Create a closed-loop engagement process so that all engagements are processed
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