Social Media Programs
- May 08, 2013 Bain & Company guide
Social Media Programs allow individuals and organizations to interact with their employees, friends, customers and partners electronically across a range of devices. Social Media is rapidly changing and is used for four primary purposes: communication (driving awareness, sharing content and providing customer service), commerce (selling products directly and getting referrals), collaboration (sharing ideas and getting feedback) and communities (fostering connection with the company and within customer and employee groups). Social Media options include everything from online community pages and micro-blogging platforms to company-operated websites and forums to social gaming.
Usage and effectiveness among survey respondents
How Social Media Programs work:
To use Social Media effectively, managers need to take the following steps:
- Understand what Social Media tools your customers are using. Determine what they are saying about you.
- Decide which additional tools are most valuable. Prioritize the four primary purposes and determine which Social Media tools to apply to which purposes in collaboration with which partners.
- Deploy Social Media tools across all aspects of the customer experience. Attract and retain customers by allowing them to share and rate new products, make purchases or receive advice from the company about using the product.
- Develop testing and learning capabilities. Use customer feedback to improve services and increase loyalty. Develop insights into customer behaviors and needs with research and analytics.
- Integrate targeted messages. Ensure that Social Media methods and messages are consistent with the company's brand positioning and other marketing campaigns;
- Promote the new tools. Raise awareness of new tools with customers, employees and other targeted audiences.
Companies use Social Media Programs to:
- Strengthen branding
- Communicate with customers and employees
- Generate product awareness
- Sell products
- Obtain referrals
- Share ideas
- Solicit feedback
- Build communities
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