April 21, 2015Organizations should treat social media as they would any other electronically stored information and assume it is potentially discoverable. Und...
April 07, 2015If content is king, then certainly customer experience is an integral part of the royal court. As companies everywhere invest in content marketi...
March 19, 2015It’s no surprise social customer service demand is on the rise. To stay ahead of the game, your brand must formalize a streamlined and scala...
March 13, 2015Fifty-seven percent of customers expect the same level of response through social channels as traditional support channels. That can be cha...
Jan 27 Posted 4 years ago
Twitter is indeed a powerful social tool that can be really helpful in creating a fan-base for your particular product or just a community for your business, but it can also work against you if you have no technical knowledge of how things run on the internet. Of course I'm talking about some businesses' favorite tactic, online defamation. They stain your reputation through smear tactics and then steal all your clients. I did a bit of research and found this website called Rexxfield (http://www.rexxfield.com/). They specialize in solving these kinds of problems so I highly recommend them.
Oct 28 Posted 5 years ago Interesting thought about segmentation. We got hung up on the execution side. At the end you want to not only segment your Twitter followers but all your relationships. You may want to check XeeSm. There is a first peak into SRM (Social Relationship Management) actually tomorrow @ Customer Think
Oct 23 Posted 5 years ago This comment is for Bob who asked (as someone new to Twitter) how to do the segmenting...
In truth, the segments are not all that mutually exclusive. This matrix primarily speaks to how you can use Twitter and, secondarily, who you will be speaking to:
Your customers can be searched by name, but you may have problems knowing if the John Brown that you found is your customer â€“ or not find your John Brown because he is JayBrown on Twitter. However, you can still do pretty well with a Twitter People search. The other approach is to actively promote your Twitter presence through other means so that your customers proactively follow you.
Potential customers can be promoted to via your website and other outreach mechanisms. You can also find them by doing searches on content and geography (if location is important). Content and geography associated with user accounts can be done through various Twitter search tools. You can also search directly on Twitter using your product / company name to see if people are tweeting about you â€“ or search on your product category to determine who is interested in what you are promoting. Also try putting a hashtag (#) in front of your product category to see if there is are people who are regularly tweeting about your product category. For example, #CRM is being used for people who are interested in CRM software.
Crisis Management is usually an infrequent event. You should have found many of the people you need to follow when you implemented your Customer Relations and Corporate Reputation Management programs. In a crisis, you will want to tweet to customers, potential customers, industry leaders, news media people and interest groups. You could do a search on your company name the day that a crisis breaks and quickly try to follow those people, but it will be tough to implement something like that when you have a big crisis on your hands. You should focus on tweeting to your followers, DMâ€™ing (Direct Messaging) those that have a lot of followers or who seem particularly negative, and re-tweeting people who are supporters.
Corporate Reputation Management:
Industry leaders can often be identified through blogs, conference speakersâ€™ lists, authors, etc. and then found on Twitter through a People search. The area of â€œnews mediaâ€ is a little broad, but editors, columnists, etc. who cover your industry can be best identified offline â€“ then found though Twitterâ€™s People search. The same is true for industry / interest groups. Also remember that influential bloggers, not just the mainstream media, should be found and their Twitter accounts identified.
Just like with any product promotion, everyone should be tweeted about upcoming events. However, you can go a step further and ask for Twitter account names when someone shows interest in an event or actually signs up. Then, create a Twitter account just for that event and have these people follow your Twitter event account. Also, have every event description or online registration form have a â€œTweet thisâ€ button, making it easy for people to share their enthusiasm.
Product Promotion & Sales:
Again, tweet to the customer and potential customers that you are following (and who are now following you) about product promotions and sales. However, if you have a direct sales force, encourage your sales reps to have their own Twitter accounts and follow their own customers and prospects. A personal tweet helps keep the human element alive and the follower might even DM (Direct Message) the sales reps asking for more information.
Issue Advocacy is really the not-for-profit version of promotion, sales, and support. However, some organizations are both looking for money from donors and looking for volunteers (think Big Brothers / Big Sisters ). They need money to keep the organizations going and volunteers to deliver their services, but the donors and the volunteers are different people.
Oct 21 Posted 5 years ago
Very interesting to see a process driven approach to b2b twitter. Up until now, I have not been putting to much thought into who I follow, although i do try to make my tweets relevant.
Oct 20 Posted 5 years ago Daryl - thoroughly agree and it is a big help to set the issue out formally in this way. I would say, from experience, that segmenting should not be the default, however. Tweeting takes a lot of time, and if it can be achieved by a common Twitter identity, shared by a number of people, it saves a lot of time.
On the other hand, there is sometimes justification for increased segmentation, ie within the section 'issue advocacy'. If there are two distinct issues that a company/brand wants to get involved in, it may be beneficial to split them out. There is a productivity cost, but the two issues may be separate enough to warrant it.
Great post - thanks for bringing this to our attention
Oct 20 Posted 5 years ago Segmenting Twitter makes real sense, especially for large organizations and universities, but even small companies with limited offerings can benefit from a focused effort to better reach specific audiences.
Oct 18 Posted 5 years ago For entrepreneurs, woman owned businesses, diversifying Twitter strategy makes sense.
Oct 17 Posted 5 years ago Think this is a really good idea. I run web strategy for the company I work for and think that this has got some legs on it, even for a small company like mine.
Works great for Digg.com