Social Media

When social networking and collaboration tools and media first emerged as a cultural phenomenon, many companies had a predictable reaction: ignore a new form of communication that, at first glance, could not be influenced, much less controlled.

However, as social media channels have matured, the most progressive brand stewards recognized that embracing social networks and collaboration tools can enhance customers’ relationships with a brand, and be an invaluable resource for serving those customers better.

Social media’s role in the knowledge economy is evolving rapidly, both within and external to an organization. Let's look at the best practices that can help companies to embrace social media, harvest knowledge from the conversations in their user communities, and apply that knowledge to deliver better customer service:

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The social media landscape today has ballooned to include several different types of platforms from video or photo sharing to microblogs to short posts and activity feeds for all. With all of this newly introduced communication software, there becomes an increasing amount of data and data risk.

There are three layers of information governance involved with social media use within official organizations. Read on to learn what these layers are and what can be implemented within your organization to keep data compliant with legal, organizational and regulatory policies and procedures, as well as keeping data safe and free of risk.

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When social media volume is low, it is typically handled manually by one or more people in a company. These people are assigned to check Facebook and/or Twitter a couple of times a day and respond when appropriate.   As the volume of inquiries grows, it becomes expensive to respond manually to the posts and comments, and nearly impossible to do it on a timely basis. After a while, it becomes clear that automation is necessary to respond to the large number of social media comments in appropriate time frames.   During the next few years, organizations of all sizes will need to build a social media technology servicing framework to handle an increasing volume of inquiries, complaints, and comments. As social media is conceptually just another channel, it should be incorporated into the enterprise's overall servicing framework. However, the unique characteristics and demands of social media interactions require specialized solutions and processes, even though the responses should be consistent in all channels. Read more