• Russ Fradin
    Russ Fradin on July 29, 2014

    Why Employee Advocacy Matters

    Employee advocacy is an emerging new marketing strategy where companies empower their influential employees to authentically distribute brand approved content, create original content, and in turn earn recognition and rewards for their activity and participation.
  • alexmoffit
    Alex Moffit on September 4, 2014

    John Doerr on OKRs and Goal Setting at Google and Intel [VIDEO]

    “Ideas are precious, but they’re relatively easy. It’s execution that’s everything,” says John Doerr, partner at Kleiner Perkins Caufield & Byers, and the man who introduced Objective & Key Results (OKRs) to Google. Google widely credits OKRs for helping the company grow from 40 to 40,000 employees. Other businesses including LinkedIn and Twitter have also embraced OKRs.
  • Greg Gerik
    Greg Gerik on September 16, 2014

    Shaking Up Social: Attending the Social Shake-Up in Atlanta

    Last year, the Social Shake-Up was one of the best social conferences to attend and this year promises to be even better. Here are a few of the hottest topics and sessions at the Shake-Up this year that are sure to deliver and drive this industry forward.
  • ddarnbrough
    Drew Darnbrough on September 19, 2014

    The Power of Hindsight: Using Historical Twitter Data to Make Better Decisions

    WEBINAR: Tuesday, September 23rd, 11:30am EDT How many times have you looked back and thought, “If only I’d known x”? We’ve all experienced the power of hindsight, and luckily now businesses can harness that power by analyzing historical social data.
  • Drive a successful social media marketing effort means content curation. Content has become the glue that holds the whole social marketing process together.

    Anyone who aims to drive a successful social media marketing effort will need to get comfortable with content curation. Content has become the glue that holds the whole social marketing process together.

    It is not enough to write and promote your own content. To establish expertise in your field, you need to read, understand, filter, and share good materials from other smart likeminded people or companies. This is the whole premise behind content curation.

    It is easy to get online, set up some social profiles, and start sharing to your heart’s content. But like anything, there’s a right and a wrong way to curate content.

    Below are nine tips to keep in mind if you want to succeed at content curation. If you want to build a network of loyal friends and followers, do your best to follow along with all nine of these ideas. Over time, doing it the right way will work if you stick to it.

    1. Know Your Target Audience

    Anyone who has worked with me on website and content strategy will tell you that I am a huge proponent of identifying buyer personas early in the process. The rationale behind that position is simple – how can you engage an audience if you have no idea who they are up front?

    There are many ways to figure out who your target audience is. If you lack budget, it’s okay to make a guess and testing to see if your gut was correct. You can adjust as you go.

    If you have bigger budgets and more resources, you can go a few steps further by way of market research. You have options – either by using standard existing reports by research firms or by fielding your own surveys and primary research studies.

    In most cases, you built your product or service to meet a specific need. The need naturally suggests whom the target audience is, so I always recommend starting out with a “best guess.”

    Once you define the “who,” you can more easily identify the “what” (i.e. topics of interest to the audience). Content curation is meant to serve a specific audience, and you may or may not be a member of that target segment. Be sure to share for them, and not just based on what you like.

    2. Be Consistent

    To succeed at content curation, it’s important to become a resource for your target audience. There are wide ranging opinions about how frequent you should be pushing out content, but frequency can vary. They key is to be consistent – you don’t want to burst out a ton of links at one time each day or week and then vanish from the social web the rest of the time.

    Users are online at different times, and it is important to spread out your curation over hours and days. It is also important that you keep a steady flow of good materials coming, lest your followers possibly lose interest and stop paying attention. If you want to be a content curation resource, plan to stick with it and make it a priority.

    3. Use Content Curation Tools for Efficiency

    Obviously, life and work will require you to be away from the computer at certain times. You can’t be tethered to a device 24×7. But you need to spread out sharing over days and hours.

    This is where content curation tools come into play. There are many tools available that provide scheduling features for your content curation efforts. At the entry level is HootSuite, which is free for up to five social profiles and a darn good tool (I use it all the time). Or you can go for a solution that offers more premium capabilities like Buffer or SocialOomph, both of which come with a wider range of features for managing and measuring your social presence in addition to the basic, free feaure set.

    If you want to review some other options, check out the top 10 tools for managing your social presence here.

    4. Stay On Theme

    Although it is okay to take a few liberties with content curation so long as it suits your target audience, it is important to maintain a theme. The theme should naturally dovetail with your product or service offering in some way.

    For example, my company specializes in SEO, SEM, Content Marketing, and Social Media Strategy. If you observe how we curate content on Twitter, you will see a heavy focus on these topics and similar subject matter. Given our heavy focus on the SMB space, we also touch on topics such as entrepreneurship, business processes, and marketing as a whole. But we spend the bulk of our time reinforcing the strategies that we are best qualified to help build and execute. And it works very well for us.

    5. Be Selective

    Not all content can be great content, so it matters to filter for only the best and most on-point materials. I see some companies simply automating tweets and shares from specific web properties.

    Efficiency matters, which is why we have content curation tools in the first place. But content curation and automation are completely different strategies. Successful curators take the time to personally review and evaluate the content items before sharing them. There’s no way to automate selectivity with content, and you need to share only the most insightful or inspiring materials to become a trusted resource for your target audience.

    6. Promote A Wide Variety of Sites

    If you want your audience to stay engaged and interested, you will need to mix up the sources of content when sharing it. This is part of the issue with automating content sharing – if you pick 2-3 sites and simply share everything they post, why should anyone follow you?

    As soon as they realize you’re just sharing a couple of sites, most people will go to those websites directly for the content. It’s very easy to just follow them on social and get it directly, subscribe to the RSS feed, or join the mailing list.

    But when you share remarkable and interesting content from a wide range of sites, your effort becomes follow-worthy. I will share good content from any reputable website. But I filter heavily for quality, and it works very well.

    7. Don’t Just Share Big Media Content

    In the spirit of promoting a wide variety of sites, make sure that you aren’t over focusing on websites that everyone already knows. If you look at the top sites shared, you will see that Upworthy, Mashable, The Huffington Post, and other huge media names are already being shared widely with or without your help.

    On the other hand, there are thousands of great but less well-known blogs and news sites out there looking for exposure. In my early days of blogging, I was on “Cloud 9″ when anyone was gracious enough to read and share my content. While I remain very thankful for any support I receive today, it was groundbreaking for me back then.

    In the same way, I always love to share great content from sources that are not already peppered all over the social web. It’s fine to share from the big names, but mix it in with links from websites that your target audience may be excited to find. This type of discovery is one of the biggest benefits you can offer your audience during your content curation efforts.

    8. Spark Discussions

    When you curate content, do you just share it or also add commentary? Content curation can serve a stellar role as a conversation starter. Some of the best content curators I’ve seen in action do this very well – they always state why a piece of content is interesting, and add some of their own opinion or context. They often float out a question to get you thinking and engaged.

    If time is limited, it’s fine to merely share the materials and move on. But at least some of the time, take a few seconds to comment on why you think a piece of content is especially of note. I’ve found that it increases CTR and raises the likelihood that someone will engage with you in a follow up discussion. It also raises the odds that they will share forward, which can in turn help increase your exposure even more via their followers and friends.

    9. Add Value

    When curating content, always ask yourself, “How am I helping my followers by promoting this piece of content to them?” It’s most important to add value.

    Some examples of adding value include:

    1. Helping them fix a problem
    2. Educating them on a topic or issue
    3. Sharing unique data or research that is not readily available elsewhere
    4. Telling a story with a lesson
    5. Entertaining or inspiring the reader
    6. Making them aware of an event or breaking news item

    The list could go on much longer, but these few examples should be a great place to start. If you use these criteria to evaluate whether a content item is worthy of your curation, you will be off on the right foot.

    Summary

    Content curation is the key to successfully marketing yourself on social media. Instead of blindly sharing content or automating the process, put in the time and effort to build out the right content and processes. Hopefully these nine tips help you build your presence successfully and quickly from day one.

    Photo Credit: Content Creation/shutterstock

    It’s a critical component of nearly every website ever built. It directly affects the user experience. And most people don’t think about it–until it doesn’t work.

    It’s a critical component of nearly every website ever built. It directly affects the user experience. And most people don’t think about it–until it doesn’t work.

    It’s the information architecture, and when it’s broken or not well-thought out, people visiting your website can’t find what they’re looking for.

    Poor Information Architecture: The Causes
    When website navigation isn’t intuitive, easy to find or missing altogether, there’s usually one cause: poor planning.

    There are essential steps that must be followed to make sure a website is built correctly, and one of those steps is the process of content categorization, which involves arranging elements of the website into groups or categories based on business objectives, user needs and content.

    This process allows web producers, content managers and designers to work together to ensure that the global and relative navigation works with the copy, content and design. When the process is skipped–either due to a lack of understanding of the process, a lack of resources or a lack of time, the end result is broken information architecture.

    Content Categorization: Where to Start
    There are many ways you can categorize your content, but industry-best practices focus on five areas: task, product category, user, location and date.

    Which structure works best for your website depends on what it is you’re trying to accomplish:

    • Websites organized by task guide users to specific activities, or tasks, that the users have come to the website to complete. They are very functional, well-organized and incredibly easy to use.

    • Websites organized by product category are all about information. They are structured to allow users to easily search for and find information on a wide variety of topics that are all somewhat related to one another.

    • Websites organized by user often have one basic layout but allow users to personalize the look and navigation so the things that are most important to them are at the top of the page.

    • Websites organized by date are organized in chronological order–the most recent content is the first things users see.

    As you can see content categorization starts early in the design process.

    Password protection has become a hot topic in recent months, what with the leak of naked celebrity selfies and the constant threat that one wrong click will send our most private of communications into the wrong hands. So what can you do about it?

    First Adobe and now Gmail?

    If you’re not familiar with the latest privacy scandal that’s got the world on edge, just last week it was discovered that over 5 million Gmail usernames and passwords have apparently been leaked and shared on a Russian Internet forum.

    Slightly unnerved? Freaking out?

    You wouldn’t be the only one.

    Password protection has become a hot topic in recent months, what with the leak of naked celebrity selfies and the constant threat that one wrong click will send our most private of communications into the wrong hands.

    So what can you do about it?

    Well, let’s just say that cold turkey isn’t an option. We’ve all become just a little too entrenched in the digital world to start pushing for a complete withdrawal.

    The truth is, now everything from paying your bills to RSVPing to your friend’s wedding will probably take place online. There’s very little we can do to completely remove ourselves from the influence of the internet.

    Prevention trumps avoidance

    Knowing that simply closing up shop and permanently absconding yourself from the internet isn’t an option, the onus now comes down to you making an effort to adequately protect yourself.

    Just as we get insurance to cover our houses and cars, passwords are a form of protection to keep safe our online information.

    So for heaven’s sake, don’t take them lightly!

    With the rise of cloud-based platforms, more and more people are entrusting their treasured photos, personal emails and private documents to the security of 8 or more characters.

    Why not make the most of those 8 characters?

    In the wake of the Adobe password scandal that rocked the digital world, Mashable published a piece listing the 20 most popular passwords used by Adobe customers that had been hacked.

    No surprises, some of the offenders featured in the Top 10 were the all to familiar ‘password‘ and the classic ‘1234

    How do you protect yourself from a password hack?

    Get creative with the shift button and start adding a variety of numbers and symbols to your passwords.

    If you find that tricky to remember, substitute numbers or symbols for letters that look similar (i.e. m@keb3le1ve instead of makebelieve)

    Are you one of those people that uses the same password for their internet banking as they do for their Facebook page? Well, I’ve got three words for you: stop doing it!

    If someone hacks just one of your accounts, they will literally find themselves with all-you-can-eat access to a smorgasbord of personal information.

    I cannot stress the importance of ensuring you use a variety of passwords online. Having the same password across multiple platforms is like building your security on a house of cards, if one falls the rest quickly follow.

    I know it’s a pain, but so is having the entire contents of your iPhoto folder shared with the world. Set yourself a calendar reminder to change passwords periodically so that if any account is compromised, it doesn’t stay that way indefinitely.

    A fantastic security measure that is definitely worth the hassle of setting up. Several services now offer two-factor authentication to protect yourself from a remote hack.

    Google offers two-factor authentication with a handy Google Authenticator app that automatically generates unique codes on your tablet or smart phone.

    Everyone knows your maiden name or your husband’s date of birth. And even if they don’t, those answers are pretty easy to find out with some basic snooping.

    Go for something that’s more subjective, a favorite teacher or best childhood friend. That way, even if someone was familiar with all the names of your high school faculty, they still wouldn’t know which one was your top teach.

    Keep em’ guessing!

    • Numbers and symbols are your friends
    • Don’t use the same password across different platforms
    • Change your password every couple of months
    • Start using two-factor authentication
    • Make those password recovery questions tricky
    I attended Day One of Social Media Today's Atlanta Social Shake-Up on September 16, 2014, representing Object 9. There were many insightful presentations and panels, but this recap focuses mainly on three key discussions: Data-Driven Social Campaigns, Listening and Engaging with Sports & Entertainment Fans, and Social Storytelling.

    This week I was at the W Midtown Hotel in Downtown Atlanta for Social Media Today’s Social Shake-up Conference. I knew to expect a great event as this was my second Social Shake-Up, following the Social Media Today event in Austin during SXSWi in March. So, let’s get to it. Disclaimer – Most of these notes will be from just one panel. Also – please excuse my phone’s picture quality. Can’t wait for the iPhone 6, also to avoid spending most of my time charging during events.

    Guess I Should Have a Portable Charger By Now?

    10:30am Data & Creativity: Defining Your Data-Driven Social Campaign

    Laurent Francois moderated the panel consisting of Adam Naide (Cox Communications), Tracy Bell (Bank of America), and David Schweidel (Emory University)

    Adam Naide Panel

    This panel explored creativity and data, and their combination for deeper story telling. Also discussed was social analytics, and the importance of having clear goals in social media campaigns. Laurent began by apologizing for his French accent, and the way he pronounces “Adam,” although both Adam and I agreed it was a nice twist on the American pronunciation. Once the discussions were underway, Adam was quick to note the heavy lifting and social listening done by his Cox social care team, including Frankie Saucier, who I had the pleasure of sitting next to during the panel. Make sure all interactions are handled, and handled correctly – your brand sentiment is on the line! Consumers connect around their passions and creativity, social connects the two. David, with a background in statistics and market research, explained how he’s basically paid to be a skeptic. David piggy-backed and agreed with Adam’s thoughts on how to best engage with customers, and that the right way has yet to be determined. How do we engage customers at each touch-point?

    Tracy noted that social can fill your gaps in customer service, as well as aid in sales and lead generation. Perhaps my favorite quote from this panel came from Adam when asked about social media tools, though. He stated, “Tools are tools, but people run social [media]. That’s why it’s called social media.” Adam went on to discuss how Cox customers who are engaged on social media are 33% more valuable than a typical customer, and score 32 points higher in NPS (net promoter score). The goal here is to turn your social customers into advocates! Another interesting note from Adam came in that social is now the first place people go for customer servicing. It can’t be any simpler than sending a DM, and seeing immediate resolution (again, props to the Cox social care team). Imagine a world where social media is the #1 place to go to seek technical support, and where brand advocates reply and assist even before the brand can.

    What do you think when you hear the words engagement and organic? You probably think it’s just some marketing buzz word lingo, but you’ll be happy to hear that Adam Naide agrees with you. If he had it his way, he’d retire these words because they’re “fluffy and everyone has a different meaning for them.” Agreed!

    An early takeaway from this panel was that customer’s comments and thoughts are incredibly valuable social offerings. Cox ran a Facebook brand campaign with Nielsen to promote that Cox has doubled their internet speeds. By reading comments and listening to what customers thought Cox was able to gather feedback in their customer’s context that they would’ve otherwise never known.

    Tracy pointed out that your social media efforts support your creative processes. Listening to people and seeing how they react to your advertising is invaluable! How are they talking about the music in the background of a video? What do they think about the imagery? These are good to know data points gained through social that you may otherwise over-analyze. Feedback is different when it’s live.

    The panel went into a great discussion on feedback, and Adam actually played moderator for a bit, asking Tracy the questions. The takeaway – find real reactions buried in data. Use what you have and bring it back to a simple human reaction.

    Adam then quoted Maya Angelou. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” I love this, and the same goes in social. Your followers may associate with you because of one emotion-bringing post, but never actually remember what it was. This relates, in a way, to Cox’s social strategy of using content like Game of Thrones as click bait, with an ultimate call to action behind it. Adam knows that Cox’s fans share clear emotions about their shows, so why not go where they’re already talking and sharing feelings? Another great example comes through the World Cup earlier this summer. Cox curated simple posts around existing conversations, just letting people know how to catch the games on their phones at work. Genius. Speaking of Game of Thrones, look who favorited one of my live-tweets…

    [[{"fid":"168771","view_mode":"default","fields":{"format":"default","field_file_image_caption[und][0][value]":"","field_file_image_caption[und][0][format]":"filtered_html","field_file_image_alt_text[und][0][value]":"social shake up retweet","field_file_image_title_text[und][0][value]":""},"type":"media","attributes":{"alt":"social shake up retweet","style":"height: 600px; width: 400px;","class":"media-element file-default"}}]]

    David then brought up a question, “Do you need 30 seconds to tell people something, or just one?” Creativity is all over the internet these days, as seen through popular teenage Vine-creationists. These teens are so popular that they’re being paid six figures to create content for some of the biggest brands in the world. Adam recommended a recent Nightline episode on this topic, you can find it here.

    We then got into audience questions, the first naturally dealing with ROI. Adam mentioned that at Cox they haven’t noticed a significant return on Twitter, but that they’ve been very successful utilizing paid promotions on Facebook, hitting the right people with the right messages at scale. The next question sought out more information on the structure of the panelists’ social teams. Tracy noted they have a 4 pillar set-up, with teams segmenting data, enterprise, and deep analytics, with a team focusing on the more traditional aspects as well. Adam, again, pointed out that his care team does the heavy lifting, responding to every brand mention and engagement. Among others, the Cox team consists of 3 residential team members, and 1 B2B member in Cox Blue. Also, Adam noted that he instructs his team to talk about what others are talking about. You can’t be too corporate, or boring, so he tries to keep the operations similar to those of a small agency: highly collaborative. Scale will eventually come in the end, so focus on sentiment from the get-go. It’s important to get back to the basics of simply connecting with people, when the “sanitized version” of social media these days often requires heavy use of automation and tools. The final question asked about how they benchmark versus the competition. Tracy stated that no one metric works by itself, and that they all need to be combined to see the big picture, and Adam agreed. Overall great panel, I never miss an opportunity to see Adam speak.

    Steffan and Adam

    11:45am The Content Selfie: What to Serve Your Customers to Make Them Want You

    Presentation by Banafsheh Ghassemi, CEO of Tangerine Lab.

    This presentation dealt with vanity metrics, and how businesses sometimes place too much emphasis on these irrelevant figures. Tangerine Lab worked with Verizon Wireless executives to create an algorithm that scores and ranks content, identifying the characteristics of content effectiveness. It was a great presentation, we caught the beginning before heading to lunch, and unfortunately there was only standing room and I took no notes.

    Lunch

    lunch 1

    Lunch was fantastic. Huge ballroom with self-seating and a buffet complete with blackened catfish, fried chicken, cheddar macaroni and cheese, green beans, and salad. I was satisfied to say the least, but that didn’t stop me from snagging a brownie during a later coffee break...

    Walked through the demo/expo area after lunch, here’s a picture. OH, and, got myself a portable charger from Social Chorus for my next event – thanks guys!

    expo area

    2:00pm Entertainment & Sports: How to Listen and Engage with Fans

    Morgan Dewan (Turner Sports), Dan Fleetwood (SAP), Katie Richman (ESPN); moderator Brian Vellmure.

    Sports Panel

    This panel discussed how sports and entertainment consumers now have unbelievable access to their favorite teams, athletes and entertainers. The panelists talked curating genuine posts and reaching consumers authentically. Brian began by asking each panelist what their best, or most surprising, moment has been so far as a sports/entertainment social media worker. Katie from ESPN noted the 40 year anniversary of Title IX, where ESPN created the world’s biggest collage of women athletes! They cut the barriers of entry in this campaign, by simply asking for picture submissions of women athletes, how simple is that? Dan from SAP used the DFB, or Germany national soccer team, as his example – so you know I was thrilled as a soccer guy! SAP’s Match Insights training tool exceeded expectations in it’s use and effectiveness in, for example, lowering the average time a player holds the ball until they pass from 5 to 3 seconds. This may have led the team to winning this year’s World Cup! Morgan from Turner Sports stated that it’s great to start conversations and organically join others, as opposed to forcing or butting in as a product hot for attention. At Turner Sports, Morgan stated that social is used to post specific social content, but also is great as an additional distribution channel. This, in turn, shows you the ROI of social for Turner, as sports are an inherently social topic, it’s wildly important for them to not only have a presence here but also facilitate conversation!

    The Ray Rice and Domestic Violence category was sure to come up in this panel. Directly mainly at Katie, she stated that in these types of scenarios it’s important to use broad/open-ended questions when responding and interacting with followers. For example, “How did the Ray Rice news make you feel?” People often responded genuinely, and sadly, as opposed to aggressively seeking an altercation or ESPN slip-up. Again, people want to interact with people, and expect your social presence to be human.

    3:15pm, Storytelling: What Is the Art and What Is the Science?

    Speaker: Tamara Gaffney, Principal Analyst, Adobe Digital Index

    tamara g adobe 1

    Tamara’s presentation dealt with big data, and related stories she’s created around the World Cup and movie premieres. Also discussed were mobile trends, social predicting, and the anatomy of a story. This presentation was fascinating, and I’m bummed we missed the beginning because apparently Tamara stated that using Adobe’s software they were able to predict an increase in American popularity of soccer! She discussed how they were able to predict the larger iPhone 6 because of mobile bounce rates and Samsung data, and how they were also able to predict that Guardian’s of the Galaxy would be the summer hit by studying the impact of trailers and social mentions. She also stated that they sought to do the same with Fall television premieres, but were unable due to the fact that each show was receiving less than 100 mentions each. The reasoning? Television program producers and marketers are still advertising on TV! Hey, TV guys, we’re not there anymore, we’re on our 2nd screens!

    Tamara went on to note that 60% of inbound website traffic from social is coming in through mobile. The takeaway here being that your website MUST be responsive and appealing! High bounce rates come through mobile, so strategize what you can do to counteract. Another noteworthy quote from Tamara came when she stated, “10% of TV-Everywhere (log in thru authentication) is played on Xbox and Roku” – this has huge implications on digital marketers in terms of advertising in this space. In conclusion, Tamara spoke on employee happiness, specifically for a company’s social media employees. It’s of the utmost importance to keep these people happy because if they’re not it will reflect in the company’s social posts and tone. Your character online can win you business!

    That’s it for the event. I definitely recommend checking out Social Media Today, they put out awesome content and host great events. Quick shout out to a few of the awesome people I saw and met at the event: Robin CareyAdam WexlerKevin HuntJJ ImbeauxMelinda ByerleyJason KatzMary Liebowitz, and Rocky Chancellor. And thanks to the sponsors, below. Until next time, Social Shake-up.

    Sponsors

    Telecom companies operate in an extremely competitive industry where it’s a constant bidding war over who offers the best coverage for the best price. Providing a service that is widely used by consumers requires direct, real-time access to customers in order to stay one step ahead of competition. How has social media changed the telecom industry?

    Telecom companies operate in an extremely competitive industry where it’s a constant bidding war over who offers the best coverage for the best price. Providing a service that is widely used by consumers requires direct, real-time access to customers in order to stay one step ahead of competition. Social media is, without a doubt, the most effective way of making a real and meaningful connection with customers.

    Telecom companies all offer very similar services, so it’s extremely hard to differentiate themselves from their competitors. However, a strong social media presence and a well-rounded social customer service team continuously prove to be powerful vehicles in building brand awareness and establishing a distinctive brand that meets the needs of their customers within a competitive industry.

    Here are a few thoughts on how social media has impacted the telecom industry.

    1. Monitoring the Social Web in Real-Time

    Imagine you’re T-Mobile, and AT&T decided to launch a new data plan just a few minutes ago. The fastest way to pick up on that is through social media. Social media monitoring is an essential tool, to not only track what is being said about your own brand, but also help track competitors’ marketing strategies, product announcements, and industry trends. In just one glimpse, you’re able to grasp what a competitor is doing in real-time, which allows you to react quickly and remain competitive.

    2. Identifying & Targeting Tailored Audiences

    target twitter

    Who is talking to me? Where do conversations originate from? What language do they speak? Social media never lets a single customer slip between the cracks. More than any type of industry, telecom brands need to know WHO their customer is to engage with them in a timely manner, or they’ll easily flock to a competitor.

    By diving deep into the analytics of a company’s social media efforts, telecom brands can identify their most influential customers and offer special deals tailored to a multitude of target audiences. Through extensive filtering, social media allows telecom companies to develop a wide range of campaigns designed to target a large scope of people while covering an entire community.

    3. Establishing a Communication Strategy That Resonates

    Customers need to be updated in real-time on new offers, special events, etc. By engaging with people on social media, telecom companies instantly get their message across and LISTEN to what customers are struggling with on the fly and faster than any other type of traditional communication (website, telephone, or direct mail). If competitors consider social media as a means to bluntly promote themselves, brands need to seize this opportunity to interact with them on a personal, one-on-one level.

    Unlike any other means, social media allows telecom brands to engage in two-way conversations. Instead of simply broadcasting messages, telecom brands can interact with their audience on a human level to discover every single pain point crucial to help retain a customer. Instead of talking to the crowd in a desperate attempt to garner attention, telecom brands nowadays make the difference by carefully listening to build customer loyalty over the long run.

    4. Customizing Interactions & Ensuring Accurate Information

    Telecom brands often have multiple interactions with customers over a period of time. In order to track historical information about previous conversations, contact information sheets within a social media management tool’s built-in CRM system provide this comprehensive overview. This integration customizes future interactions and helps compile well-rounded profiles of customers to connect with customers in a personalized manner.

    Moreover, social media teams need to be able to quickly pass on relevant information by giving customers easy access to valuable links via websites, forms, or other touch points to help cater to a streamlined process in collecting and providing important information.

    5. Customer Care Is Just a Tweet Away

    People obviously no longer have to wait in line at their local telecom store for help. If a customer’s issue is simple, he or she can easily tweet to their service provider and receive assistance within an instant. It’s up to telecom brands to capture this opportunity and respond quickly with relevant information. Telecom brands are able to give the same in-store experience by personalizing the interaction and instantly passing on the right information to the right people.