Op-ed by Anthony Owen, President & Founder of Manalto Inc.
Social Enterprise Scenarios
With all the advertising dollars spent on direct mail, telemarketing, trade shows and pay-per-click, social media produces double the marketing leads and maintains a higher conversion rate than the average lead conversion. For Internet users, social media is the fulcrum that turns fans into customers. In fact, approximately 46 percent of internet users rely on social media when making a purchase decision and 71 percent of active social media users say they are more likely to purchase from a brand they follow online.
The social media ecosystem is flourishing with the rapid and continuing emergence of innovative technologies and capabilities, giving organizations the ability to capitalize on the benefits of social media.
The good news is that inside the expansive social media ecosystem, there are solutions available to help organizations improve how they manage their social media. In order to effective and efficiently maintain an organization’s social media presence, particularly when it spans multiple units and regions, or has multiple brands under one roof, seamless integration into existing operations and coordination, is king.
Available social media management solutions, as with any enterprise system, do vary in their capabilities, features and functionalities. While most solutions enable businesses to improve how they engage their communities across multiple social media platforms and offer basic user permissions, not all available solutions can be scaled and aligned to organizational operations to deliver enterprise-grade user controls and efficiencies expected of an enterprise system.
To effectively navigate the social media ecosystem and select the right management solution for your business, give consideration to your structure, brand management and operational controls and processes already in place, and then consider the system capabilities and features required to source a social media management solution which is aligned to your specific operational needs.
Brand Management & Risk Management
Organizations have significantly invested in protecting their brand and mitigating risks across their operations and traditional marketing, through the implementation of processes, tools and staff education programs. With the arrival of social media and the large number of independent social platforms now available to engage with customers, it can be challenging to control brand integrity across a multi-unit, multinational or multi-brand social media presence at a Head Office level, without compromising local engagement. So the question is, how do you efficiently and effectively reel it in?
By selecting a solution which:
- Offers scalability and the ability to align social media management to your operations.
- Includes features to enable you to bring all of your social media accounts across your entire organization under the one roof, while enabling continued local engagement and development of localized content.
- Supports local marketing with national impact, and national marketing with local impact.
- Gives you the ability to systematically and consistently share media assets across your internal network.
- Allows you to centrally update content across multiple social media platforms – at the same time.
- Supports instant engagement across multiple platforms – at the same time.
- Enables granular and tight user management controls at a Head Office, region, team and individual user level.
Customer Engagement & Conversion
Organizations recognize the benefit of community engagement and the power of influence via social media. The opportunity to attract followers, cultivate and convert them to customers and increase revenue is the ultimate aim.
Social Media is indeed a powerful marketplace and the social media ecosystem has evolved significantly to now offer a broad selection of tools to help organizations leverage social media with greater control and ease. When selecting a social media solution and vendor, be sure to apply the same level of rigor and consideration as you would any corporate enterprise system. Give consideration to your organizational structure and user management requirements to determine which solution is right for your business. Make sure the system is scalable, and has tangible functions and features that support customer conversion.
Main image credit: BeaconLives.com