The Future of Social Media

We are fortunate to be in a position where we have proven over and over again that Social Media can offer a huge number of benefits for consumer facing brands. We believe that 2015 will be the year where brands move away from using Social platforms independently from the rest of their marketing strategies. It is not uncommon to see a disconnect between above the line advertising, website content and social platforms, which leaves the consumer with a fuzzy message.

Consumer facing brands need to ensure that their social strategy feeds into the overall marketing strategy and is consistently managed in line with key metrics. Why? Well it’s simple; this is where your consumers are engaging with you in real-time, revealing what they would like you to do to stay relevant in their lives.

We continue to see many businesses entering the Social Media world by simply setting up a Facebook fan page without implementing a well thought out campaign, supported by a content plan that will execute their overall objectives. Getting up in the morning and just publishing a random post is not how it’s done.

Imagine your business Facebook page being used by employees to communicate with each other and employees post pictures of your latest staff party. Your marketing department then add some pictures of your products and your consumers use the platform to try and get attention when they feel they are not being serviced. Sometimes at most the reply to a consumer would be “thanks for bringing this to our attention, please call our call centre for assistance”.

Your consumers expect you to have an online presence that is managed consistently, where they can expect a response within an acceptable time frame.

Frans Booysen, Nashua Mobile’s Head of Customer Experience confirms that by working with Dracore to incorporate social platforms in our customer servicing channels has resulted in accelerated query resolution times, which have contributed to improved customer sentiment online.

Imagine going into a store and they don’t have the shoe you want in your size? You have driven all the way to the store, you are annoyed and you whip out your phone and post about it on Facebook. Then one of your Facebook friends says; why don’t you try this store, their service is great and they have a great special on. You buy from people like you, people you relate to, so there is a great likelihood that you will take up that advice. However if the store came back to you immediately with a response, apologizing for the inconvenience, offering to get a pair in your size delivered to your nearest store, your irritation might dissipate and you will most likely be super impressed with their willingness to keep your business.

Someone I have a great amount of respect for once told me “you can have a great product, all the infrastructure you need and great people, but if consumers don’t find your brand credible, what does all of that mean?” .

By: Chantelle Fraser

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