Written on Sunday, 29 September 2013 by Unknown
I thought I should do an extra blog post as requested by a user on my LinkedIn account about why we should use social monitoring tools. Here it is :)
So these are 7 reasons why you should consider social monitoring tools from a corporate perspective.
• Tailor your approach - It enables us to be aware of our next strategy or simply what we should post next on social media
• Measuring market effectiveness - We can see what the trends or conversations that our favourite brands or products are producing.
• Manage crisis pro-actively - We are able to identify negative criticism and attend to them promptly
• Public relations – ships! - This encourages connections with the community
• Benchmark your competition – Customers can compare products and services and recommend to friends through WoM (word of mouth) advertising. Monitoring competitors is crucial to know where you stand.
• Identify new market opportunities – Identifies new audiences, messages, ambassadors and more
• Insights in the most cost effective manner – Less time and less cost than traditional market surveys. Also in real time.
Hope this has helped you.
Read more:
http://attentio.com/get_started/why_monitor_social_media/
http://us.cision.com/assets/Cision-10-Reasons-Monitor-Social-Media.pdf
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Written on Saturday, 7 September 2013 by Unknown
Rewinding back a couple of weeks when I briefly discussed how Commbank implements a social technology strategy to reap the benefits and values of providing a strong community and customer-based support network, today I will go through how an organization from the social sector (i.e. a not-for-profit institutions and non-governmental organization), could benefit from using social technology. Again, we’ll base how the social sectors can create values and benefits from the
McKinsey report.
ONE is a not-for-profit organization with a mission to advocate and campaign to tackle the extremities of poverty and preventable diseases affecting third world countries such as Africa. They achieve their objectives by raising public awareness, as well as informing world political leaders on the need to support policies and programs to save lives and ultimately put kids back in schools for a better future. Co-founded by Bono, the lead singer of U2 in 2004, ONE is highly active with African activists and policy makers.
Execute mission
You may have of already noticed many organizations use Facebook or Twitter to help spread a message quickly but ONE shares with their supporters and readers compelling stories or facts about to encourage movement to help fight ONE’s cause. Some of them I found were informative and some quite funny.
ONE's online-presence on
Facebook,
Twitter,
Google+ and Youtube has helped them reach a massive 3 million supporters! Through these social technology channels, ONE promotes public awareness and encourages movement by their supporters to help reduce the severity of poverty as well as commitment towards preventing diseases (such as #AIDS #TB & #malaria) from occurring in Africa.
So with the power of ONE organization to empower over three million supporters to take action, has proven that ONE has made a valuable use of social technologies to spread the word of their cause.
Here's a random fact..
On September 24 of this month, an organisation which ONE associates with, The Global Fund will launch a mass social media campaign push to end the AIDS, TB and malaria diseases for good during a World leaders meeting at the UN General Assembly (UNGA). What will take place is a message which will be released to all supporters' social media page simultaneously with the following:
“We can #BeTheGeneration to defeat #AIDS #TB & #malaria. Are you in? http://thndr.it/15zAOXb”
This message will be shared simultaneously on Twitter feeds, Facebook and Google+. This is another quality example of a social sector building rapporting with their followers for a good cause.
You can donate your support
here.
So what are your thoughts on ONE's smiley approach to providing facts on social media?
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Written on Wednesday, 28 August 2013 by Unknown
In my previous blog I decided not to share this case scenario
as I thought it may not be relevant to the activity task required so I’ll post
what I would've included in a new post.
Qantas does have an endless history for social media PR
disasters affecting their reputation and share holds as a result. Back in 2010,
Qantas flew into a PR twitter storm when a user from the highly populated
social media network, reportedly
sparked a disaster with these simple words:
“Sorry have bed news 9.15 am waktu jakarta,qantas airlane
from jakarta to sgpr have a accident before landing in batam...hiksss..”
The tweet generated nearly 200
million users who were made to believe that the plane had exploded. But, a
relief for the Twitter followers when mainstream media pushed a tweet from a
passenger on-board who confirmed the safety of those on the aircraft.
There was still one question which
remained. Where was Qantas to provide reassurance of the chaos on twitter?
Qantas played no role in keeping curious followers informed during or after the
events that unfolded. Surely I would like to be kept up to date with a disaster as it is happening.
So what are the lessons learned
from this explosive social media outbreak?
Qantas had failed to recognize how
crucial it is to keep the media updated of events to ensure that loved ones
aren't left with a cliff-hanger. As a result, an inaccurate piece of
information clouded the Twitter network and Qantas’ reputation received a lash
for not clearing these misconceptions within a timely manner.
You can learn more about the incident
here.
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Written on Thursday, 22 August 2013 by Unknown
Last week we discussed how Commbank leverages the values and benefits of social media, this week I’ll identify some of the legal risks of using social media applicable to Qantas and discuss what the Aussie airline company’s Social Media Policy should address.
Here I will list the top five risks of using social media relevant to Qantas:
1. Reputation management
“social media is your greatest reputation risk because it is trusted, immediate, global and forever.” – Geoffrey Stackhouse
This quote is most relevant to Qantas as a competitive airline company. Social media has the power to quickly transform a company’s reputation on it’s head by creating negative publicity. For instance, if a customer posts an inappropriate comment on Qantas’ twitter page and a Qantas representative responds to the comment in a negative manner.
2. Security Issues
There is always the risk of having hackers, data or identify theft, spyware and bugs which could potentially ground Qantas for good. With this in mind, there’s also the risk of leaking confidential information about the company.
3. Engaging in two-way dialogue and potential criticism
While there are some happy customers there are always the risk of dissatisfied ones ready to voice their criticism onto Qantas social media platforms.
4. Trust as part of the culture
There needs to have visible level of trust for Qantas employees to be able to use social technology successfully. If there is no trust as part of the culture of the organization, then this could pose as a risk to social media for Qantas.
5. Wasting company time
It can be addictive and easy for a Qantas employee to be at risk of spending too much time, compromising their work efficiency and thus the organization’s business operations.
So I have just stated Qantas’ risks associated of using social media but how should they address these risks so they are dealt with in a timely manner? Below are the Social media policies in which Qantas should adopt:
- A communication approval
process involving senior level management to control defamation from
affecting the airline. Don’t allow new front-line employees full control
as their lack of experience could cause irreparable damage.
- Work with the IT
department or hire a professional to ensure proper privacy and security
settings are in place. This essential policy will ensure that the protection
of confidential information are in place to avoid falling into the wrong hands
of a cyber-thief.
- Carefully
monitor the social media platforms such as twitter and Facebook to quickly
identify negative feedback and address it before it gains support.
- Create an
extensive training program highlighting the do’s and don’ts when using social
media platforms. This is most applicable to all staff who are representing
on behalf of Qantas. They need to be aware of how to conduct themselves appropriately
while connecting with their customers.
- Monitor what
website employees visit and how much time they spend on them. If an
employee isn’t as productive or spends too much time procrastinating from work,
have human resources pep talk with that employee on how to use their time on
social media effectively.
For an example of a social media policy, here’s a short,concise and to the point example by ABC©.
Want to know more about proactive measures of using social
media? Watch this intuitive video below (thank you human services for allowing
me to share this)
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