This is the fourth in a series of blog posts exploring social business.
So now it’s time to dig a little deeper into the different phases of Social Business enablement.
In this blog, we’re going to look at the “who”, the “why” and the “how” of phase one – mapping your social landscape.
Map and segment to understand the connection between:
- Your official accounts – accounts you control
- Your endorsed accounts – partners, employees
- Your influencer accounts – media, industry bodies
- Your unofficial accounts – customers and prospects
So why is this stage fundamental? Let’s put it simply. Imagine you’re organising a wedding. You need to create a guest list, work out how many heads you want to feed and send out the invites. At first it’s easy: invite your best friends and closest family. Then it gets more confusing: what about those great-aunts? Long-lost cousins? Your parents’ best friends? Then you move onto business contacts – do you need to invite colleagues? Parents’ business contacts? All of the sudden, your simple list has become confusing and difficult to manage. Now imagine you’re a multinational enterprise with offices all over the world, with different marketing teams operating from each location. You can’t possibly know where everyone is, who the key players are and what social resources you already have.
“The average number of social media accounts held by large corporations is 178.”
(State of Social Business report, 2011)
Accounts held by a corporation are accounts that can be controlled. But what about the accounts that are not controlled? That number will be significantly larger than 178.
So how do you map your social-media real estate? With SociView, that’s how. Unlike other Social Business applications, SociView is not a listening or implementation tool. It doesn’t tell you what you customers are saying at a moment in time, but instead it enables you to have an eagle-eye, categorised view of what your current social-media real estate looks like. A new mobile SociView app, released this week, allows real-time access to this insight so you can monitor it on the go.
It doesn’t end there. With accounts mapped, you can then optimise and consolidate the accounts you own.
- Optimise: The SociScore enables you to benchmark accounts by visibility, influence, relevance and activity. Insight can be tracked over time and can be used to ensure accounts are compliant and consistent.
- Consolidate. In social media, the paradigm of quality over quantity still exists. Having hundreds of social-media instances can simply dilute the relevance and quality of the message. With SociView, you can evaluate the effectiveness of each account so you can make smart decisions about which social profiles are necessary.
So once you have established where everyone is, the next step will be to understand how to influence them. In the next post in this series, we will focus on obtaining a 360-degree understanding of customers and building a strategy to communicate and influence your audience.
Further information on SociView can be found at www.sociview.com