When talking about social media with clients, there are a number of questions that commonly come up. Many stem from the challenges of adjusting to using social media as a new way of reaching customers and advocates. I have highlighted the five key concerns we get asked and how we help alleviate them.
The five most common concerns organisations have about using social media are:
1. Brand damage
2. Compliance issues
3. Lack of expertise
4. Difficulty in measuring ROI
5. Resource constraints
No one wants to be the next #McDstories gone sour or be the next brand caught deleting negative comments. On a less viral level, no one wants customer-retention issues stemming from slow responses from those in charge of running the social profiles.
One way of avoiding brand damage is to educate your staff through professional social-media workshops and clear social-media guidelines. This should help avoid situations that leave the profiles open to brand damage; it will also open doors to would-be brand advocates among your staff, who can represent the company, the brand and the products and services via their own social profiles.
Have you ever seen a brand with myriad social-media accounts that all seem to do the same thing? How do you control the setup of new and random profiles? By putting policies and processes in place, there’ll be a clear process for account setup, which will avoid the proliferation of new accounts that serve no purpose or duplicate effort.
Develop clear and concise social-media policies, and ensure that employees contributing to social media have read and understood those policies. They should provide guidance on setting up and running accounts, and engaging with stakeholders.
Policies are great, but how can you ensure that they result in socially-savvy employees representing the brand in a productive way? Training, of course! Face-to-face or online-based training sessions give practical guidance on social-media activities, and on combining activities to engage an audience and generate leads. You can find out more about the benefits of training in one of our earlier blog post: Is training the answer to the social dilemma?
Lack of expertise
Are you planning to start social-media initiatives? How do you plan to integrate all of your planned social-media activities to ensure you’re driving value for the brand? Do you know what to do in order to achieve your goals?
When choosing to partner with an agency or consultancy, it is important to look for a proven track record of tangible success in social media – campaigns that deliver value and ROI. At Volume, we work alongside brands and provide expertise (from a number of social-media tactics to a fully integrated strategy supported by best-of-breed social tools) to ensure that our clients get the best return from their social media activities.
Difficulty in measuring ROI
How do you actually measure return on investment. What do you count as a success?
Start by setting measureable objectives you are looking to achieve. For example:
- Site traffic generation
- Interactions and engagement
- Re-syndicated content
- Event registrations and attendance
It is possible to use social media mapping tools such as SociView™ to understand your social media real estate, assess and rate your social instances to see how well they are performing. Each topic area is given a score based on the following:
Armed with this information, you can see how well your accounts comply with set score levels, and from there, ensure that accounts continue to perform well in a valued-added way.
I’m sure I’m not the only one who has searched a brand’s social-media pages, groups and feeds eager to find specific information, only to discover that the last updates were a few months ago.
All too often, accounts are set up by keen but busy people – a few months on, the realisation hits that the resource needed to maintain the profiles negatively impacts their day job and primary objectives. Or people move on leaving accounts dormant.
We help minimise the time and resource needed to manage clients’ social media real estates by using a managed service. We monitor mapped social-media presence through SociView and ensure that all accounts comply with predefined target scores. Alternatively, we offer a range of social media support services to help build and manage social media presence to ensure that clients gain maximum value from social media activities.
Do you face any other challenges when dealing with social media? How do you deal with them?
If you are interested in finding out more about our social-media services or SociView, get in touch: firstname.lastname@example.org