ESN (business-side social networks) are gaining ground and finding their way into all levels of business. These networks bring the hope of financial gains with engagement and greater collaboration. But an ESN alone will not do it. Unlike any other software application Social applications in a business setting depend on the right employees engaging and using them effectively.
The medium of Social Media will begin to slump in usage as it hits the inevitable saturation point among users. Users will find the benefits of visibility may be outweighed by the threats of identity breech. No doubt Social Mediums will find their place in marketing.
One value that has come from Social exchanges is that we are more aware of the realty of any brand’s promise. We all recognize the occasional naysayer always complaining. Social sites have trained us to identify and filter out town criers and cheerleaders. We look for subtle reoccurring issues. These reoccurring trickles form your brand. There is the occasional kamikaze move companies inflict upon themselves--Jeep’s refusal to recall their fiery gas tanks comes to mind. For most companies it’s the need to be aware of reoccurring derailments of promises made but not kept, or poor quality of products, and slips in service that are the killers of brand.
Along come Social Listening applications such as: Radian6, UberVu, Sysomos, Synthesio, and Visible Technologies to name a few. These applications promise to deliver value to your organization. However, they do not deliver value by themselves. There has to be--right engagement and follow-up.
Listening is only half the picture. The other half is what you are going to do with the information you hear. Today most companies have placed Social application ownership with marketing. However, it is rarely ever marketing that benefits from this information. Marketing rarely has the cross-organizational empowerment to ensure that real benefit, real value, and real change happens. Companies need to begin with making a commitment to the Social that embraces the entire organization.
The key is to decipher the message and route it to who can make use of it and is empowered to make changes to rectify it or at least escalate it. One social post can carry nuggets of valuable feed back to Customer Support, Product Development, and Fulfillment. Each department can gain applicable insight into opportunities to deliver greater value.
The key is getting the truth of the message to the employees that can make change happen quickly and effectively. The key is real-time engagement that says we hear you and we value what you are telling us so much that we are making this change because of it. The value is in the customer who is retained and won over. The value is in the customer who freely shares accolades of a company stepping up that wins more buyers. The win is in the customer--now an advocate recruited to weigh in on road mapping product enhancements that earmarks the next innovation for your industry. It’s about the customer that always chooses your company because he values the relationship you’ve built and the quality he relies on.
The value is in how the company iterates based on that feedback and improves. The value is in the company that has vision because of learning and now senses the market and fills the need well before others can. The value is in what happens after listening.