Companies have taken advantage of free advertising for decades because “Word of Mouth”. Now that social media has become the new face for marketing, many organizations are jumping on board. Most companies in every industry are using social media to help create their brand. Retailers, private sectors, telecom companies, and many others utilizes social media to help sell their brand and market their products and/or services. Even politicians have taken a stand on social media to help increase votes and get their word across. With all of the benefits and opportunities of a brand going social, there are risk and challenges that are associated with a brand going social.
“In recent years, social media has emerged as a powerful new marketing tool. It continues to be an integral part of marketing strategies across various industries, but as it is still relatively new, the learning curve is steep. As social media and social media marketing evolves, knowledge of the field is gained by marketing professionals largely through trial and error” (Donne Torr).
Business owners are using different social marketing strategies to help grow their business and gain new customers. If an organization is not on board with the new way of marketing, chances are, they are being left behind. Being in the know or the “trending” topic is another way to gauge a spectators attention. It is important for companies to have a social appearance while creating a social brand. What you should know:
- Plan your post and Tweets
- Engage your audience with the latest updates
- Know your competition
- Follow-up with your audience…they want to know they are being heard
LinkedIn has revolutionize the way businesses recruit their top talent. It’s the new online resume for candidates and a huge talent database for employers. Large companies such as Comcast, Verizon, and AT&T have invested millions of dollars to have LinkedIn licenses. LinkedIn is quickly making inroads into the largest companies in the US. As of Aug. 2009, 40% of Fortune 100 companies use LinkedIn corporate solutions to find top talent Recruiting Solutions.
Although some may argue that LinkedIn is not a good investment if you are a small company or if you are looking for a handful of candidates, Fortune 50 companies like Comcast, Verizon, and AT&T have recruited their top talent from LinkedIn. Using status updates helps improves the viability on LinkedIn and drive traffic to a company’s website. It allows employers to find passive and active job seekers by using job bulletins and sharing job post directly on LinkedIn. Some recruiters may have to personally reach out to the passive candidates but, by connecting with multiple groups within LinkedIn, a good recruiter can source a top candidate by viewing their profile and leaning more about them.
Taking Full Advantage of LinkedIn
Everyone has the option to create a free LinkedIn account. You can use LinkedIn for free and contact anyone in your network, but to get people outside your network, you need to pay. LinkedIn Premium, which runs from $19.95 a month to $74.95 a month, will give you greater visibility into the network (You can see full profiles for second- and third-degree connections, for instance), but you max out at 25 InMail messages How Small Businesses Can Use LinkedIn to Recruit. If you work for a small company who doesn’t wish to pay $7000-$80,000 for a LinkedIn license, this is the best way to utilize LinkedIn and get the most for your bucks.
Does it Really Work
LinkedIn isn’t a true contact database, it’s a social network. To really work it, you have to be aware that it’s a two-way communication venue. While you’re browsing other people’s profiles, they’re checking yours out as well. LinkedIn recommends keeping your profile up-to-date and linking to your blog and Twitter account. It is important to not only keep your LinkedIn profile up to date but to also ensure you resume matches your profile.
LinkedIn does work and it is changing the way employees search for new careers and employers search for the best talent. LinkedIn is a social media site and because of that, it is important to be social. Profile updates, joining groups, posting jobs, sharing post, and remaining professional are the main factors in making LinkedIn work for you. The key to LinkedIn is remembering that this social media website is for professionals and keep all personal information you would share on Facebook strictly for Facebook. Do not do anything that will jeopardize an employer from selecting to reach out to you for a position. LinkedIn is your new online digital resume.
Social media strategies is the key to increasing customer’s engagement levels, insight, and to drive sales. Social media is changing the way that organizations like Comcast, interact with prospects and customers. New opportunities are available for those bold enough to grab them, and new challenges await those who do. Comcast has been very successful at driving revenue and creating a presence in social media. Facebook, Twitter, Google+, and LinkedIn are the top social media sites Comcast uses to market business. By following Comcast on these social media sites, a consumer has the ability to get information about the company, products, events, and the latest about everything Comcast has to offer.
“Comcast is bulking up its presence on Twitter and Facebook as it tries to repair the damage done by a string of very public customer service catastrophes.”
The company is now hiring 40 new “social care specialists” to respond to customers over social media, adding to its existing social staff of 20. They’ll be able to help with everything from scheduling appointments to troubleshooting Internet problems and setting up DVRs (Social Media). Comcast has been known for bad customer service and has spent millions of dollars trying to turn that status around. Customers are able to use social media to write reviews of their experience and post comments about how they were treated.
Although consumers still have the option to call Comcast customer service department, the company wanted to be sure that customers also had the option to go online and make complaints. Many businesses may think giving customers access to post negative things about their experience is a bad idea but, studies have shown that it actually works in reverse. Social media for Comcast started as mentions dealing with escalation cases and customers giving Comcast one last chance to make things right. Now, escalations have decreased and the majority of the customers are using social channels as a method to reach out to sign up and upgrade their service. Consumers are happy to know that their voices are being heard and that their is someone recognizing their complaint and trying to do something about it. As the numbers of customers reaching out on social media continue to increase, Comcast continues to work harder to improve their customer service.
Comcast Improves Standings by using Social Media
Comcast recognized the value of engaging with customers through social media early on and became an industry leader in the social environment. Lithium’s solution has provided the scalable and seamless agent-to-agent and agent-to-customer workflow needed to enhance social care support strategy. Comcast has been using Lithium for all social care engagement for over two years, which has allowed the company to really amplify the in-channel customer experience. Lithium Social Web has enabled us to use social data to drive change in the organization (Social Media Tools).
Comcast uses other tools such as Crimson Hexagon to calculate their NPS (Net Promoter Score) to help improve customer service. Comcast begin using NPS in 2015 to help improve customer satisfaction and retain their customer base. Although the company is well below the score they want to be at, their has been improvement quarterly. When customer satisfaction increases, revenue increases. The NPS consist of a handful of survey questions asking about the consumer’s experience. The most important question asked on the survey is, “Will you recommend Comcast to a friend or family?” Since 2015 when Comcast begin using the NPS, the impact on customer service has improve.
Social media has taken over the world. It’s the new way we communicate and the quickest way we learn about what is happening in our communities and around the world. Social media has allowed organizations to grow their brand by properly utilizing social media tools. Some of the most popular social media tools are Hootsuite and SocialBro. Both of these tools helps business owners promote and grow their business on Facebook and Twitter.
“Hootsuite is an enterprise level social media management tool used by over 10 million professionals. They can help you schedule and analyze your social media marketing campaign” (Jenkins). Hootsuite also works with organizations helping them create content for their social networks. As a marketing professional it takes time to properly promote and grow a business on social media. Hootsuite is a more convenient tool because it saves time by automatically posting and scheduling content for business customers. It also allows businesses the ability to stay close to their consumers because the business can monitor every conversation across their social networks.
SocialBro (Audiense) is another social media tool used by businesses to help advertise on Twitter. “SocialBro is a Twitter marketing tool. SocialBro helps you with all of your Twitter needs from scheduling content, to reports, to creating ads on Twitter” (Jenkins). It’s a great tool for businesses to get to know their audience and enables brands and agencies to use social as a strategic marketing channel to drive real business value.
Facebook and Twitter are one of the most popular social media tools used around the world. Who’s trending (going viral) on Facebook or what famous person “tweeted” about their lives is what we thrive for. Choosing the right social media management tools for your business requires you to have a good understanding of what your needs are. Hootsuite and SocialBro works well with both social media sites. SocialBro is a part of the “Twitter Official Partner Program “to help attract large volumes of consumers.