Christian: Businesses advance from social media to social business. The reality of today is that social media is something you do primarily based on fear. On fear of that one negative comment that will impact your brand and the exponential value that it can have to you. As it becomes a social business, then we start to see it in a different light. So an example of a product gone bad or a product experience gone bad for one brand, it can actually be an opportunity for a competing brand. Being intelligent in the monitoring and the filtering and the capturing and in the handling of these interactions can give you an edge in order to get ahead. That’s a true sign of social maturity.
Living social through social means as you become a company who interacts in a social setting, it is very difficult to hide who you really are. Your customer service skills, your core values, your mission, your vision, they all get exposed in a very, very public manner.
Social interactions expose customer care flaws. Enterprises are finding out that a voice conversation is a one-to-one communication, a Facebook interaction in a public page is a one-to-the-world communication. That brings the notion that that one agent or that one person of your company is pretty much speaking on your brand’s behalf to the world. Are you comfortable with that?
Social media and customer care enter into an arranged marriage. What that really means is understanding the consumer and the reasons for which they might become a fan of your social presence centered around two topics. Number one, I would like something for free, I want a promotion, or number two, I want you to fix my problem. This arranged marriage really has to do with the realization of these two topics and the fact that they are very segregated inside of your enterprise and the sooner these two organizations, customer care and the business, come together into a social media planning process, the better off you’re going to be into meeting the needs of that customer.