This book takes readers through a 360-degree perspective of social media in businesses.
In January 2015, MediaPost reported that CMOs are turning more of their attention toward social media. That which was once thought to be a passing fad has converted into probably the most popular ways for brands to cultivate and engage an audience while driving sales.
However in 2016, companies will be smart to do a lot more than just treat their social media accounts as platforms for marketing message dissemination. Five missed opportunities many businesses can still capitalize on include:
1. Social customer support.
According to social media expert Gretchen Fox, “67 percent [of] consumers use social media for customer support and 66 percent stopped employing a company because of poor social customer support.”
Increasingly, brands are creating secondary social media accounts that exclusively concentrate on providing real-time customer care. The numbers speak for themselves. Fox notes, “Social customer support costs around $1 per interaction while phone support costs at least $6.”
By leveraging social media as a channel to provide customer happiness, brands cut costs and build deeper relationships with their audience.
Related: The 7 Musts of CUSTOMER SUPPORT on Social Media
2. Employee advocacy.
Large organizations are missing a massive opportunity to tap their workers and instantly multiply their social media reach. Within an ebook by SocialChorus, the business states that, normally, brands that have a company employee advocacy plan set up earn eight times more shares on social media. While organic reach on Facebook declines, brands can circumvent Facebook’s algorithms by getting associates to market their content instead.
3. Real-time surveys.
John Jantsch, founder of Duct Tape Marketing, believes surveys help brands analyze their market, track performance, follow-up with customers, understand customer demographics and crowd source innovative ideas. Previously, it could take days or weeks for businesses to conduct a survey and gather enough responses to create conclusive data. Now on social media, businesses can gather instant feedback with quick polls that may assist critical decision-making processes.
Related: Big-Company CEOs Out of Touch With regards to Facebook,Twitter
4. Recruiting high-impact employees.
In a competitive landscape, recruiting quality talent is both expensive and hard. Using social media, businesses can avoid costly headhunter fees by crowdsourcing job applications. Also, firms will find candidates who already are engaged with their brand.
Joe Budzienski, vice president of product and technology at Monster, lists three tips companies may use to successfully inbound high-quality job applicants:
“Concentrate on your social talent brand.” By promoting your mission, vision and culture on social media, you attract job candidates that share the same values.
“Enable your employees to evangelize.” Making use of your employees as a resource can easily extend your organic reach to find qualified job applicants.
“Cultivate positive exposure over the social web.” Earn free PR by highlighting what life is similar to at the office, which might get potential employees worked up about joining your firm.
5. Coupling organic and paid strategies.
On social media, companies can engage an enormous audience without ever needing to spend a dime on advertising. But a purely organic strategy forgets there are often strong synergies when marketers hire a hybrid paid-and-organic approach.
Facebook, Twitter, LinkedIn, Pinterest and Reddit have all developed highly sophisticated advertising platforms that allow brands to focus on consumers they could not otherwise reach to accelerate their marketing efforts. Each ad platform has features that empower advertisers to retarget audiences that aren’t yet paying customers. This helps it be possible for businesses to create multiple touch points with potential customers and also require been reluctant to convert to begin with.
Related: The 4 Easiest Methods to Supercharge Your Social-Media Marketing </stro