Until recently, individuals more than organizations have found value in social media. It's time, though, for organizations to start to leverage these tools to do better business, from the C-suite through the business unit.
Social channels, particularly Facebook and Twitter, have become customers' preferred contact points to laud and lambast companies. Consumers also cite social media as being one of the most trustworthy sources of information: Seventy percent of global online consumers always or sometimes take action on consumer opinions posted online, second only to recommendations from people they know. And social media has become the dominant venue for those recommendations as well.
However, when content is viewed out of context and can't be tended to on a 24/7 basis, companies — particularly Fortune 500 companies — suffer from poor brand image and even legal woes. Many major product categories come with regulatory or compliance needs, such as financial services and pharmaceuticals, and require around-the-clock management with a consistent workflow.
At the same time, Fortune 500 companies often approach social media with disjointed efforts. This includes implementing social media first and setting goals and strategy later, as well as a lack of coordination across the social channels, an ad hoc workflow, and over-relying on software tools. The end result is waste, duplication of efforts, and unmanageable social media channels.
How can procurement professionals find efficiency and value on a global scale without sacrificing the customer experience while meeting the needs of each brand and region and avoiding the wrath of regulators?
Fortunately, scaled moderation programs exist that combine cutting-edge technology with the quality of human review to complement the time and tasks of internal teams while ensuring that brands prosper in a social environment and adhere to even the strictest of regulations. These services provide the most value to brands, scale cost effectively, and limit liability.
What to look for to maximize value for the brand and enterprise
At this point, most companies are ready to ask for help. When looking for a partner to streamline digital and social programs and moderate channels, consider the following requirements:
- A templatized process flow that ensures consistency of the corporation's values across programs while being flexible enough to support the differences required by each brand and country.
- Transparency and deep integration from the partner, which provides more visibility and fosters cooperation with brand stakeholders.
- Specialized teams with experience as moderators and managing moderation at scale, but still in the brand's voice. This will provide the enterprise with value pricing and more “bang for the buck,” as well as peace of mind that content is being handled in context.
- 24/7 coverage to ensure that nothing slips through the cracks in the wee hours of the morning, providing a human firewall that never sleeps, no matter which channel, brand, or country needs moderation.
- Effective use of technology that enhances human effort and provides the ability to address the scale of consumer interactions and prioritize them based on patterns and qualitative analysis.
- Proven track record developing and deploying scale models for global brands.
Let us know what efforts your organization has made in leverage social media for supply chain information or brand enhancement in the comment section below.