Much has been said and written about social media and the way on how best to use the new medium is still being written. That’s okay, though: fifty years after the invention of television, we’re still looking for ways to increase its impact. The search for improvement will never end, and a good thing too.
In this article I’d like to zoom in on a few facts that are causing more and more companies to miss out on genuine opportunities. Just consider the list a source of inspiration in taking a closer look at your own work to determine how you can improve your results.
1. Eliminate the human factor, introduce the process
The initial users of social media in companies were all very enthusiastic and their boundless energy made them instantly successful with the general public. The first webcare successes were all built on the strong shoulders of a small group of enthusiasts. Once the number of interactions rises dramatically, this approach no longer works and webcare is turned into a process. This is often the point where all human enthusiasm is drained and replaced with a functional process. The funny part is that, somehow, customers instantly pick up on this. The enthusiasm tapers off and pretty soon they’re just going through the motions. Efficiency is important, of course it is, but you can’t make customers feel they are talking to a robot. The human factor will always outweigh the functional aspect. The challenge lies in finding a way to safeguard the human aspect in social media because this is the only way of establishing an emotional connection with the consumer.
Read more »