Social media is creeping at the core of business communication, says Gartner
August 06, 2012 // Julien Happich
Gartner predicts that refusing to communicate by social media will be as harmful to companies as ignoring phone calls or emails is today.
As familiarity with social media grows, customers' expectations about how organizations will use these channels are evolving. By 2014, organizations that refuse to communicate with customers by social media will face the same level of wrath from customers as those that ignore today's basic expectation that they will respond to emails and phone calls. For organizations that use social media to promote their products, responding to inquiries via social media channels will be the new minimum level of response expected.
“The dissatisfaction stemming from failure to respond via social channels can lead to up to a 15 percent increase in churn rate for existing customers,” said Carol Rozwell, vice president and distinguished analyst at Gartner. “It's crucial that organizations implement approaches to handling social media now. The effort involved in addressing social media commentary is not good cause to ignore relevant comments or solvable issues.”
However, not all comments on the social web are aimed directly at organizations. Gartner recommends that organizations develop a framework to deal with social media commentary on relevant topics. The framework must complement how an organization deals with a direct enquiry received through social channels and should address whether a response is warranted, who should respond if it is, and what action is necessary following any response.
To respond or not?
Social media leaders must develop a process for deciding whether to respond to public or client-prompted social engagements. A person or team needs to have the power to decide whether a comment is relevant and whether the issue presented is solvable, or whether there are positive dimensions to what is being said that should be recorded.
It’s also important to accept that it’s impracticable and counterproductive to respond to everything. For example, if a comment is clearly inflammatory and unsolvable, it is usually best not to respond at all. However, if a person is an existing customer logging a harsh but legitimate complaint, the issue must be addressed publicly, promptly and within the same media it was made.
“Generally the best practice is to acknowledge the issue on social media, but to move attempts to resolve the issue offline,” said Ms. Rozwell.
Who should respond?
Every organization needs a set of rules to define who should deal with different kinds of comment, and a process for deciding how a response will be posted to social media. If no one has been identified to determine this set of rules, that is the first action to take. Then the designated social media leader or team must decide how to categorize comments. For example, some comments about a general issue may simply require monitoring and assessment before a general response is issued, whereas others may require an immediate and personal response and further monitoring.
It’s not enough simply to decide which people responds to what — the act of responding must be made part of their day job or it will be overlooked. It can be challenging to promote this shift in mindset, and it could require changes to performance metrics and job roles.
We’ve responded, now what?
Some organizations have implemented the first stages of a social media engagement process, but they make the mistake of treating engagements as ad hoc. While over half of organizations monitor social media, only 23 percent collect and analyze data. This means that most organizations do not keep records of interactions occurring on social media and do not keep social profiles for people they have engaged with.
“It’s important not only to keep records of individual conversations, but constantly to analyze the interactions to see what insights can be gleaned from them,” said Ms. Rozwell.
To ensure they are not discarding the valuable information being generated through social media, organizations must create processes for perpetuating customer engagements and for sharing social knowledge throughout the organization. Developing a means for acting on social data will provide a competitive advantage by providing exceptional customer experience through increasingly significant social channels.
“We urge organizations to do three things. Firstly, participate — it’s important that organizations don’t let a fear of someone saying something bad about them stop them from participating in social media,” said Ms. Rozwell. “Secondly, don’t assume all comments require the same level of attention — develop an appropriate response for the different types of interaction your business faces. Thirdly, plan for an increase in social commentary and adapt communications practices to cope — this will require changes to job descriptions, performance metrics and business processes.”
Ms. Rozwell (http://twitter.com/CRozwell) will present on the risks and benefits of social engagement, and debut a social maturity model, at the Gartner Portals, Content & Collaboration Summit 2012, taking place from September 19-20 in London.
More information and registration at http://gartner.com/eu/pccAll news
Multithreading boosts ThreadX on MIPS cores
December 06, 2013
Imagination Technologies and Express Logic have expanded their support of the ThreadX real time operating system on Imagination’s ...
UK distribution sees 5% growth in 2014
Global M2M innovations design contest
PHI Group plans acquisition Nord Energy to extend LED street lighting offering
EV market is much more than passenger cars - and it's booming
Stanene may be better than Graphene
December 06, 2013
A team of researchers led by Stanford University professor Shoucheng Zhang now have high hopes that a new material they call ...
US demand for LED lighting to grow more than 10 percent annually to 2017, reports Freedonia
Women demand different connectivity functions in the car
Advanced batteries reached $10.8bn in market value in 2012, reports Navigant Research
- 3mm × 3mm QFN IC Directly Monitors 0V to 80V Supplies
- UltraCMOS® Semiconductor Technology Platforms: A Rapid Advancement of Process & Manufacturing
- Adaptive Cell Converter Topology Enables Constant Efficiency in PFC Applications
- Isolated 4-Channel, Thermocouple/RTD Temperature Measurement System with 0.5°C Accuracy
InterviewPerformance monitoring solution helps provide intelligent control of high power systems
A performance monitoring solution designed to enable companies to monitor high power IGBT module systems in locomotive, wind turbine, High Voltage DC and industrial drive applications was unveiled this ...
Filter WizardCheck out the Filter Wizard Series of articles by Filter Guru Kendall Castor-Perry which provide invaluable practical Analog Design guidelines.
Linear video channel
READER OFFERRead more
Internet of Things (IoT) manufacturer Ciseco has launched the Raspberry Pi ‘Wireless Inventors Kit’ (RasWIK), featuring 88 pieces to provide everything a Pi owner needs to follow a series of step-by-step projects or to create their own wireless devices, without the need for configuration or even writing code.
RasWIK has been designed to be highly accessible, demystifying the dark art of wireless and enabling anyone with basic computing skills to begin building wireless devices with a Raspberry Pi. You can create anything from a simple traffic light, to a battery monitor, or even a temperature gauge that sends data to the Xively IoT cloud so billions can access the data.This month, Ciseco is giving away twelve Raspberry Pi Wireless Inventors kits, worth £49.99 each for EETimes Europe's readers to win.
And the winners are...
In our previous reader offer, Farsens was giving away five kits for EEtimes Europe readers to evaluate its FenixVortex, Kineo and X1 wireless, battery free sensor tags.
Lucky winners include Mr A. Neil from the UK, Mr. E. Delvaux from Belgium, Mr Lengal from the Czech Republic, Mr H. Bijlsma from the Netherlands, and Mr G. Pfaff from Germany. All should be receiving their packages soon. Lets wish them some interesting findings with their projects.
December 15, 2011 | Texas instruments | 222901974
Unique Ser/Des technology supports encrypted video and audio content with full duplex bi-directional control channel over a single wire interface.