Oct 19 Posted 2 years ago
In the rush of getting ready for Pivot last week, I failed to weigh in here to thank Brian for the mention, as well as join the conversation. Many of the points of the survey were raised last week in a terrific workshop that was hosted by the sponsor of this report, SAP. We learned from the audience that one concern that holds brands back is "risk management," where one party, the brand, has a lot to lose by engaging in a public, social arena, and the other, the customer, not so much. But resources remain the #1 reason that brands hold back, according to the survey, and that would seem to be the easiest to fix, because with social service, you have a new marketing channel.
Oct 16 Posted 2 years ago
Thanks for sharing very interesting findings. The glass is half empty (lack of investment relative to importance, lack of integration, ad hoc management, etc.) but it's also half full (the sheer number of companies already using "social care", the widespread recognition that it's becoming increasingly important). Don't you think it's only a matter of time before companies start allocating serious budgets to social care?
It reminds me of the dynamics around the creation of company websites in the late 90's - it took a while from a company recognizing the web is important and therefore creating a rudimentary, low budget website, and until the company would make a thoughtful, well resourced, ongoing investment in its web presence. Shouldn't we expect similar dynamics here?
Oct 15 Posted 2 years ago
Regarding response times... If your're going to be a "social business", I think a response in the first 4 hours is quite critical. I aim for the first hour with my #smallbiz clients and usually hit it. Mobile apps like Facebook Pages make that a real possibility because comments/questions are pushed to me as they happen no matter where I am or what I'm doing (mostly). But I'm small. And so are my clients. I can't imagine the resources required by large companies to stay on top of social. And especially in North America and Europe (I'm in Costa Rica - we're cheap). It's mind-boggling.
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