Home' acuity : Business Software and Technology Guide 2015 Contents 35
As many businesses have found
out to their peril, social media is a
two-way conversation that cannot be
“managed” in the traditional sense.
Negative feedback from disgruntled
customers used to be confined to a
small circle of friends and family. With
social media it can reach an audience
of millions – in seconds.
Take for example, the United Breaks
Guitars case, where a Canadian
musician’s guitar was allegedly severely
damaged by United Airlines baggage
handlers. When United informed Dave
Carroll that his miniscule claim was
ineligible for compensation, he put
his United Breaks Guitars song on
YouTube singing that he “alerted three
employees who showed complete
indifference towards me”. The YouTube
clip amassed 150,000 views within one
day, prompting United to contact Carroll
saying it hoped to right the wrong.
Within four days of the video being
posted, United Airlines stock price fell 10%.
So it’s important to have a clear
strategy for social media – and
a clear link back to your overall
business strategy and reputational risk
BAD NEWS TRAVELS FAST
TIM GACSAL CA
is associate – risk advisory services at BDO Auckland.
corporate responsibility activities. Paid
search, banner ads and posts can link
to campaign pages on your website,
while Facebook and Twitter are
effective forums for stories about your
sponsorship or community activities.
• Improve customer service:
Customers increasingly expect that
businesses will be on social media.
They also expect to be able to interact
with you there, 24/7. Social media
therefore is an increasingly important
customer service channel.
• Increase website traffic: Social
media is an increasingly important
factor in search engine algorithms.
Building your social media presence
can help improve your site’s ranking
for organic search.
• Reputation and issues management:
One of the major advantages of social
media is the ability to listen in to what
people are saying about your brand and
your business. That’s why social media
has become integral to any PR strategy.
• Market and customer research:
Social media networks offer huge
opportunities to gain deep insights
on what both your customers and
competitors are doing and saying, in a
very cost-effective way.
• Improve recruitment: Networks like
LinkedIn offer access to, and with, a
huge pool of potential employees.
• Internal collaboration: Much of
the hype about social media focuses
on how it can connect you to your
clients and customers. But social
tools like intranets, executive blogs,
Sharepoint and other knowledge
sharing tools can help break down
functional silos and encourage your
staff to collaborate more effectively
especially in organisations that
operate over multiple locations.
Who owns your social media
Social media is often led by the
marketing department, as it’s seen as
simply another channel for connecting
to your market. But as the list of
potential applications above shows,
it can have a significant impact right
across the business – so the whole
business should have an input into your
social media strategy.
For example, consider establishing a
social media steering committee with
representatives from throughout the
business. That way you can avoid:
• taking too narrow a view and missing
out on the opportunities social media
presents to transform your business
• taking a piecemeal, uncoordinated
approach to social media that is not
aligned with your overall business
The steering committee should also
establish guidelines for the use of
social media in your business – eg what
channels you will “play” in, who can
take part and in what capacity, what
resources are required to achieve your
social media goals, your social media
“tone” and “voice”.
In the same way, you should take an
organisation-wide view of how you
will measure the impact and success
(or otherwise) of your social media
initiatives. There are plenty of tools
you can use to measure various
aspects such as likes, click-throughs,
sentiment, followers, etc.
These are attractive because social
media is hard to measure and they
provide some hard data. But the
key is to focus on your intended
business outcomes rather than just
Social media measurement is not
easy and it’s an emerging and hotly
Likes, click-throughs, etc have their
place, but they should be used as part of a
This article was originally published as bonus
content in the Acuity magazine Android tablet app
and iPad app in May 2015. You can read the latest
tablet issues of Acuity, with bonus content, free
multi-disciplinary dashboard approach.
It should include both hard and soft
measures, and should focus on the
contribution of social media to overall
Social media should always be
aligned with your business strategy,
not an end in itself.
2015 | Business Software & Technology Guide
Links Archive Acuity May 15 Acuity July 15 Navigation Previous Page Next Page