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How to tell if social is right for your brand
Many companies tend to use the term "social strategy" as if it is a catch-all for every platform available. But according to SAP while the social audience may be consistent, each social channel comes with a very specific set of expectations with regards to what the audience expects in terms of engagement.
Kristina: How can brands determine which social network is right for their message?
Jamie Anderson, Global Vice President, Product Marketing, Customer Engagement Solutions, SAP: At the start of the social revolution, brands tended to bring an old-school marketing mentality to the table. This ignored the true essence of the medium which thrives on collaboration, engagement and conversation. The smartest thing a brand can do is try and understand how customers are using each channel and how it can be used to take those same customers on a journey of its own design. For example, the usability of Facebook is entirely different from that of Twitter and LinkedIn.
Kristina: Everyone is talking social, how can a brand know if social is a good channel for them?
Jamie: Brands can determine this by monitoring each channel to find out what the public is saying. If sentiment is positive, then it's a good channel to build upon. If sentiment is negative, then they must adopt an appropriate strategy to engage. If customers are, for instance, complaining about quality of services and the brand has yet to address, an appropriate strategy might be to start the conversation with an apology and a peace offering such as a gift certificate or some other exclusive incentive to demonstrate they truly are valued customers.
Kristina: What do brands need to do to make sure they're strategy is on target for social?
Jamie: Without question, they must put realistic measurement goals in place. Whether you are measuring share of voice or conversions, the measurements must be there to reflect the outcomes you want to achieve.
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