Social Media Critical Success Factors
Posted By: DSG
While an organisations approach to social media should be customised to meet specific business objectives and social intent, to follow are 6 Social Media Critical Success Factors that will organically support your organisations brand promise across social networks.
1. Purpose of Engagement
Meditating on the reason why your organisation wishes to begin to engage with social communities will lay the foundation on which credible content generation and a social intent will be founded. Are you engaging for the sake of doing so, because “everyone else is” or because your brand has something to say, something to achieve or something to share?
Define where your participation in social networking will fit into your current customer experience (CX) and what you are trying to achieve by becoming actively engaged?
2. Social Channel Audit
Research all social channels to find where your customers are engaged. Where is each buyer persona engaged and during which phase in the CX lifecycle do they reflect. With a clear representation of where in the virtual world your customers are placed will strongly influence your digital strategy.
3. Channel Feasibility and Capability
Following a social channel audit, consider the complexity and intricacies of each social channel on which your customer is participating on. Where and which type of interaction can add the most value to both the customer and the organisation? Consider the risk as well as the opportunities that exist in each social landscape and overlay these with your intent to engage, your digital objectives and overall business goals.
4. Set the Tone and Terms of Engagement
Business process, policies, values and intent will shape the organisations terms of social media engagement. Not only do you need to define terms of engagement to guide social media teams and community management but a separate engagement policy should be produced to direct employee engagement.
5. Social Channel Education
Once the purpose of engagement has been defined, if the intent is to create or expand a customer service channel, relationship managers and CX agents will need training in order to effectively operate and impact CX on social channels. Education should include operational training on how to function within the channel, as well as policy and terms of engagement training should be facilitated to ensure “one voice” is keeping true to the brand and communication CI.
6. Credibility Credo
Influence, industry leadership and topic expertise is a by-product of brand credibility. Trustworthiness can only be achieved through the active participation in all conversations debates and discussions. Brands that shy away from “uncomfortable” conversations will appear to have something to hide or a hidden agenda, where silence is considered an admission of guilt in social media circles. Furthermore through sharing frequent, relevant and accurate content, free of sales and marketing pitches will add value and show commitment to CX.