Social Media Marketing is a phenomenon. In social media, composed by the
forums, blogs and social networking sites, social networks boost these new
practices. Facebook and Twitter are the two most high profile platforms with an
adoption rate very high growth. Facebook celebrated its 7 years a few months
ago and now has over 600 million users worldwide, of which 70% are outside the United States
We understand that this communication
should be taken into account by companies, the risk of flying competition
valuable market share.
But its implementation in a
professional setting is not so simple. This new channel is a community, human channel,
open dialogue and transparency. Communication "top-down" is no longer
good practice.
Marketing services use this
channel as a channel of mass marketing because they do not have a choice. An
extensive targeting mechanized is not technically possible. Now customers
directly express their desires and problems streaming. Marketing must be
listening on a more "customer marketing" that "direct
marketing." For his part, customer service, is seen wearing a unique
channel expression in the full knowledge of all.
Who can control this? How
should the company be organized?
How to use both
intelligently two very different areas of customer relations?
As well as users of social
networks are in the trade and human relations, the company must professionalize
its presence and implement a customer relationship as well as human and
transparent as possible.
For this, it must be very
precise in the execution of its marketing strategy and customer service. This
requires on the one hand, by skills: be able to understand these two trades,
and on the other by the use of specialized software tools.
Today skills
"two-headed" capable of maintaining a marketing campaign and customer
service on community support are the skills of "Community
Management".
The side of the tools, the
company must be accurate, consistent, productive while playing the game of
human and social customer relationship. The tools are available for this new
customer relationship plays the full implementation of the past 10 years on the
telephone and email channels including against foot. For customer service, the
first issue of the Historic Canals productivity in a relationship
"one-to-one" cold and automated. The goal of "one-to-all"
community customer service is to make the human service, transparent and
participatory. For marketing, personalization is paramount in the
"one-to-one" marketing relationship. On community support, it becomes
mass-market while being subject to discussion and comments.
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