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8 Tips for Social Business - Part 8

AMPLIFY - When you have a piece of content that is a “hit,” double down. One of the benefits of good measurement and understanding of your data is the ability to hone your messaging and understand what did and didn’t work from a content perspective. Organic social is testing your content for you. Paid social allows you to commit dollars with data-backed belief in your programs and messaging. Invest in promoted tweets, accounts or trends across social platforms or accounts that have already demonstrated the highest yield. 

8 Tips for Social Business - Part 7

MEASURE ROI - It’s important for social data to be relevant to stakeholders within organization, but often they speak only to the practitioners. This makes it difficult to communicate value, or to make important decisions related to the use or investment in social media for the organization. It does not need to be so. Tie social to the big picture by linking it to organizational and departmental goals. Users can start with tracking the Like, @mention, Retweet or Follow, but tap in to the power to go much further and deeper. Build the capacity for measurement into every social action. Use URL shorteners, like our own links, to track your click-throughs. Integrate Google Analytics and Facebook Insights to track on-site conversions or drill in to geographic disparities in data. 

8 Tips for Social Business - Part 6

SECURE - Fear over losing control is an understandable barrier to implementing social media across an organization. It is important to note that mistakes are preventable. In many popular cases the missteps were handled well and the damage to each organization was more along the lines of temporary embarrassment than anything permanent, but why not stop them before they occur? 

8 Tips for Social Business - Part 5

COLLABORATE - Share learning internally. Encourage your Social Teams to distribute new learning both within the Team and your organization as a whole. Keep an ongoing loop of discovery and dissemination where best practices, positive messaging or common questions are put forward for comment or collaboration. Social platforms like Yammer and HootSuite Conversations are exceptional tools for supporting secure internal conversation and exchange of ideas. 

8 Tips for Social Business - Part 4

ENGAGE TO BUILD A COMMUNITY - While each brand will have it’s own communication style, there is a right way and a wrong. The most important thing you can do is to acknowledge the voice of the customer, really hear and respect what they are saying. If what you’re hearing is a complaint, let them know a resolution is being sought, then follow through on that resolution to the best of your organization’s ability. Once again, don’t consider social in a vacuum. Integrate your response with existing channels and let the most appropriate channel lead the way to resolution. 

8 Tips for Social Business - Part 3

LISTEN & LEARN - There’s no question. People are talking about your organization. And if by chance they’re not, then they’re talking about your competitors and starting a conversation you’ll have trouble being a part of. Don’t let your organization get left behind. Amazon founder, Jeff Bezos once described your brand as, “what people say about you when you’re not in the room.” Today, not only do you have an opportunity to be in the room but to take an active role in the conversation itself. 

8 Tips for Social Business - Part 2

While you want to centralize control over your social platforms with a social tool like a dashboard, you want to de-centralize the conversations you have over them. To do that, you need to empower your practitioners and teams to engage your customers in conversation directly. Imagine the opposite of the hub and spoke model – fully distributed content creation arising from each point of contact independently.  

8 Tips for your Social Business - Part 1

After taking stock of your organization’s social maturity, it’s time to ask a few questions. First, where have you already or where do you plan to deploy social programs and against which goals? In either case, avoid considering social in a vacuum. Take the time to understand where it best fits your organization and how to integrate it into existing organizational and departmental goals. You’re not reinventing wheels for social, just using it to make the ones you have turn faster. 

Social collaboration at work

Two heads are better than one. Just ask Watson and Crick, or Marie and Pierre Curie, or Abbot and Costello, or Hewlett and Packard, or… you get the point. Collaborators in business, science, and the arts have created ideas that nobody could have produced on their own. And while working together is nothing new, social media has made it possible to collaborate at unprecedented scale and speed. That’s why businesses are rapidly adopting social media in the workplace to improve productivity. HootSuite produced an interactive infographic to show how social media is transforming how business gets done. 

Companies are scaling up

It’s important to know where your business stands before you head down the path towards broad social adoption across your employee base. But regardless of your industry, your company will eventually fall behind if it doesn’t formulate a plan for connecting customers with employees throughout the organization. Enterprises that keep social media on the periphery or silo social media activities within particular lines of business will miss out the compounding advantages that come with scale. 

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