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Feb 28, 2019

Is Your Social Media Strategy Falling Behind?

Listening to, responding and finding insights from social data is not a nice to have for consumer brands, it’s a critical input to understanding the voice of the customer, protecting your brand from potential threats and increasing brand loyalty.  While most brands have at least started to implement a social strategy, many are finding it hard to keep up with the ever-growing number of channels as well as the increased importance on ratings and reviews, and the ability to blend social inputs with other channels for a holistic understanding of the consumers’ view.   Here are four signs you may need to up your brand’s social game. 

1. Are you still manually monitoring social streams and picking through to decide what to respond to? 

If you are, you certainly are not alone. However, getting a solution in place that will collect all of your social mentions automatically and allow you to respond without going natively to each platform will create enormous efficiencies for your team and significantly reduce that chance that something slips through the cracks.  As social channels continue to increase in popularity, keeping up with emerging channels and volume increases will only become more tedious.  It’s critical to have a way to collect all of the information and determine what needs to be addressed and by whom.

2. Are you copying and pasting between your social tool and your CRM system?

Integration is your friend!  Make sure you aren’t creating extra work for your teams and that your social and CRM solutions are working together.  A seamless integration allows for quicker response times, eliminates extraneous work and reduces the chance for errors.  The amount of time saved will mean that even more of these posts can be addressed.  And when done right, it means that you can begin reporting on all the posts, and not just those that would have been considered critical enough to make it through the existing manual process.

3. Are you ignoring ratings and review sites?

Ratings and reviews have become a new standard for consumer behavior. In fact, 91% people read online reviews before buying products, and 84% trust online reviews as much as they trust their friends. If you aren’t part of the conversation about your brand on these sites, you could be missing out.  Customers are surely talking about you; do you know what they are saying?  Do you have a voice on these sites to ensure the products and services you provide are represented fairly and misinformation doesn’t go uncorrected?  As mentioned before, going through these one at a time is not a scalable solution in the long term.  Your social tool should allow you to collect this information in an automated and organized way to maximize efficiency.

4. Are you gathering data, but don’t have time to do anything with it?

What good is all this data if you can’t act on it?  Not only should you be able to find insights about how customers are feeling about your brand, but also about your competitors, your market in general, and even what other products consumers are associating with yours.  The goal is finding compelling insights that inspire you to act, and ultimately making better decisions in the future.

If you have been getting by with how your brand is covering social, but feel you are ready to take the next step, request a demo of our solutions (or send us a tweet) and we would love to talk more about how we can help with your social strategy. 


Shellie Vornhagen
by Shellie Vornhagen

Shellie Vornhagen is the senior vice president of marketing and North American sales for Astute, a leading provider of smart consumer engagement solutions. A veteran in the software industry, she is passionate about using technology to improve people’s day-to-day lives.

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