This won’t happen on its own. Your organisation needs to invest in a proper plan and management of all the social media platforms you are active on.
Below, we walk you through the 3 key advantages of having good social media management in place.
Advantage 1: Effective platform management saves time
You will probably have one or two key platforms you primarily focus on (let’s say, Facebook for advertising and support and Twitter for building brand awareness). Still, you can’t afford to skip the basic hygiene factors on some others (for example, your LinkedIn company page), which means switching costs.
A scattershot approach where you publish or respond in multiple channels without a cohesive plan will create unnecessary costs, loss of focus, and poor follow-through. We won’t push you to choose our particular product, but a tool like RelationDesk lets you both schedule, publish, and track advertising as well as support activity all in one place.
In other words, we strongly recommend you invest in a tool to manage all platforms in one place. This keeps you focused on actual strategy and reduces switching costs to help you act faster.
Advantage 2: Professional Customer Support Pays Off, Big Time
Now that you're aware of the impact customer care in social media can have on your brand and bottom line, let's look at why it always will pay off to invest in this kind of professional management of customer support on your social media. For example, 80% of companies believe they provide excellent customer care on social media, while only 8% of customers agree.
And here's another statistic to keep in mind: delivering customer support on social media is 1/6 of the cost of taking a traditional service call.
Management in this context means having the processes and tools to keep your team in sync, respond fast, escalate to offline properly, and evaluate your customer service KPI. Social media management tools like RelationDesk help you start working on this level right away – allowing your customer reps to interact with each other and have access to a shared and reusable base of knowledge and real-time performance tracking.
Conclusion: On-board your team in a work process in a digital platform to effectively work with customer support in all social channels. Better customer care on social media leads to immediate brand and business benefits.
Advantage 3: Cohesive work paves the way to great results
The days of sporadic posting and piecemeal efforts on social media are gone. You need a clear, cohesive strategy for your social media presence – across all departments, platforms, and activities – and a way to put that strategy into action, not just once but across a whole quarter and year. The alternative is business as usual, with lackluster results and no way to follow up on the value your efforts create (or how to improve them).
A lot of this work needs to be done internally, and we hope this guide has given you the information you need to get started on putting together a plan and getting all stakeholders aboard. And then make sure to put that plan into action once it's in place, preferably in a clear, simple, and fast way for your team to execute.
This is where a social media management platform shines: it gives you the transparency, best practice processes, and all the planning and analytics tools you need – all in one place and at the click of a button.
Conclusion: Set a cohesive strategy for all social media activity, connect it to your overall marketing and business plan, and execute it in the same way - with a centralized way of working.
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