Monthly Archives: October 2012

Social Media Connecting with Press

If you read this you’ll see why I liked it: Expert Advice on Growing Your Business, While Still Having a Life. That’s on Business.com, last week, and yeah, that’s about me and my business advice. Susan Jennings, who strikes me as a real pro at this, interviewed me and wrote the post here below.

And what is it doing here, on this blog, about social media business services? Simply to stand as a reminder that social media does mean business, and isn’t just playing around. Susan found me for this post because of my persona in social media. That’s the kind of win we want for our clients:

Five Social Media Tricks Every Entrepreneur Should Know – Forbes

Nice one: Five Social Media Tricks Every Entrepreneur Should Know at Forbes.com:

  1. Humanize your brand
  2. Conduct budget-friendly research
  3. Provide efficient customer service
  4. Build relationships with reporters
  5. Crowdsource product development ideas

If you’re at all engaged in either Facebook, Twitter, LinkedIn, or Google+, then I think you can figure out how relevant all of these are. Okay, I’d rather say “media people” or “writers” than reporters, since blogs and websites are as important as “reporters” in standard media. 

The post, written by Jenna Goudreau, does a good job of fleshing out the details. 

Social Media Back Scratching Explosion

(Sung to the tune of Reciprocity, from Chicago)

I think it’s brilliant: there, in a nutshell, LinkedIn points out one of the key drivers of social media: reciprocity. Here’s the picture:

With this new skills-based endorsement feature the reciprocity is obvious. Every LinkedIn user has a set of skills claimed. Every other user can endorse those skills. So it’s “you scratch my back, and I’ll scratch yours,” built in. Do I want to endorse people who endorse me? Yes, of course I do. Who has the most endorsements? The person who has given the most endorsements to other people.

There’s nothing new about the principle involved. It started with Facebook likes, evolved into twitter retweets. Like me, I’ll like you back. Retweet me, and I’ll retweet you back. The new LinkedIn feature looks to me like they saw how well the Klout topics-based +K feature was working, and made theirs even easier than Klout.

This should have been obvious all along, but I like the reminder, with what LinkedIn just did.

Why Social Media Makes Customer Service Better

Very nice post over the weekend on Mashable: Why Social Media Makes Customer Service Better. Unless you start asking yourself, isn’t it obvious? Do we need to read this?  Well, yes and no. The Mashable post starts with this: 

KLMBy the end of the year, 80% of companies plan to use social media for customer service. On the consumer side, 62% of customers have already used social media for customer service issues. Gartner predicts one billion users will be on social networks by the end of 2012

But doesn’t take long to get to this:

But problems still exist. A study by A.T. Kearney found that, of the top 50 brands, 56% did not respond to a single customer comment on their Facebook Page in 2011. Brands ignored 71% of customer’s complaints on Twitter. And, 55% of consumers expect a response the same day to an online complaint, while only 29% receive one. Your customer service strategy must include social media and be part of your long-term business plan to maintain competitive advantage.

The post ends up quoting public relations managers from UPS and KLM Airlines with three specific tips:

  1. Integrate social media into your existing customer service function. Gone are the days when social media sat on their own at the table, you now have allow social to influence all business functions to become a more responsive customer-centric business.
  2. Create humanized response models to engender loyalty and build relationships. Many companies are guilty of creating robust and well-planned strategy for social customer service delivery -– but fall at the final and most important hurdle — creating a voice your audience can relate to.
  3. Monitor social interaction to spot issues and solve problems before they become crises. Social customer service delivery involves dealing with criticism and complaints in public, often in front of an audience of millions. If you’re going to prevent a small problem growing into something worse, you need to have a detailed understanding of what you need to respond to, a path to response, and escalation policies for resolution.

Nothing new? Boring same-old stuff? Maybe, but a good reminder too.