{"id":19762,"date":"2010-07-27T00:06:18","date_gmt":"2010-07-26T23:06:18","guid":{"rendered":"http:\/\/alienbabeltech.com\/main\/?p=19762"},"modified":"2010-07-28T16:04:37","modified_gmt":"2010-07-28T15:04:37","slug":"social-media-is-customer-relations","status":"publish","type":"post","link":"http:\/\/alienbabeltech.com\/main\/social-media-is-customer-relations\/","title":{"rendered":"Social Media is Customer Relations"},"content":{"rendered":"<p align=\"center\"><script type=\"text\/javascript\">\/\/ <![CDATA[\n        google_ad_client = \"pub-7021221536180758\"; \/* 468x60, created 11\/11\/09 *\/ google_ad_slot = \"1949837292\"; google_ad_width = 468; google_ad_height = 60;\n\/\/ ]]><\/script><br \/>\n<script src=\"http:\/\/pagead2.googlesyndication.com\/pagead\/show_ads.js\" type=\"text\/javascript\">\n<\/script><\/p>\n<blockquote>\n<h6><span style=\"color: #00ccff;\">The following is by G. A . &#8220;Andy&#8221; Marken, President of <a href=\"http:\/\/www.markencom.com\/index.htm\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 'http:\/\/www.markencom.com\/index.htm', 'Marken Communications']);\" ><span style=\"color: #00ccff;\">Marken Communications<\/span><\/a><span style=\"color: #00ccff;\"> Inc. He has kindly given us permission to publish his thought-provoking article. As with everything that we publish at AlienBabelTech, the opinions expressed are solely those of the individual writer and do not necessarily reflect the views and the <strong>opinions of the rest of the ABT staff.<\/strong><\/span><\/span><strong><span style=\"color: #00ccff;\"> <\/span><span style=\"color: #00ccff;\"><span style=\"color: #00ccff;\"> \u2013Mark Poppin,<\/span> <span style=\"color: #00ccff;\">ABT Senior Editor<\/span><\/span><\/strong> <strong> <\/strong><\/h6>\n<\/blockquote>\n<p><strong>Social Media \u2013 Knowing What They\u2019re Saying<\/strong> &#8211; By G. A. &#8220;Andy&#8221; Marken<strong> <\/strong><\/p>\n<p><strong><br \/>\n<\/strong><\/p>\n<p><strong> <\/strong><\/p>\n<p align=\"center\"><strong> <\/strong><\/p>\n<blockquote><p><strong><a href=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-12.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19763\" title=\"Untitled-1\" src=\"http:\/\/i0.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-12.jpg?resize=260%2C175\" alt=\"Untitled-1\" data-recalc-dims=\"1\" \/><\/a><\/strong><strong>Figure 1 \u2013 People Are Talking \u2013 <\/strong>Customers have gained a new sense of enablement with today\u2019s 1:1 social media by being able to express themselves globally with effortless Web outlets.\u00a0 They can voice their opinions, their issues, their concerns, their recommendations to anyone who does a little surfing to find their information postings.<\/p><\/blockquote>\n<p>In this industry, you have both B2B (business-to-business) and B2C (business-to-consumer) communications.<\/p>\n<p>B2B was easy.\u00a0 You talked with distributor, retail management\/buyers.<\/p>\n<p>B2C was something usually left to customer service\/customer support because it was a product\/service question\/problem.\u00a0 It was resolved\u2026life went on.<\/p>\n<p>Web 2.0 social media changed it all.<\/p>\n<p>The Web\u2019s social media watering holes have made it possible for people to get more purchasing assistance beyond their own reading and the folks next door.<\/p>\n<p>Suddenly, guidance, assistance &#8212; more than you ever wanted to know &#8212; are only a few clicks away.<\/p>\n<p><strong>They\u2019re There<\/strong><\/p>\n<p>Right now, probably three billion people are online with more than three million plus social media options:<\/p>\n<ul>\n<li> blogs<\/li>\n<li> micro-blogs (Twitter, Yammer)<\/li>\n<li> Wikis<\/li>\n<li> Public consumer Nets (Facebook, MySpace)<\/li>\n<li> Private social net tools (Lithium, Mzinga)<\/li>\n<li> Public news, information, fun sites (DigitalMediaNet, YouTube, CNet, etc)<\/li>\n<li> Consumer websites (AlienBabelTech, JocGeek, OcModShop, more)<\/li>\n<\/ul>\n<p>Information, recommendations \u2013 good, bad and ugly &#8212; are everywhere.<\/p>\n<p>It has also become more difficult to separate fact from fiction, hype from reality, blind love\/lust from true satisfaction.<\/p>\n<p>Right now, hundreds of millions of consumers worldwide are using social networks, blogs, microblogs, online forums and video-sharing sites.<\/p>\n<p>Word of mouth leads to 50+% of most purchasing decisions.<\/p>\n<p>Beats ads, literature, trade shows, demos, publicity, you name it hands down!<\/p>\n<p>The very best sources, according to Forrester Research, are family members or friends.<\/p>\n<p>Then, according to ORC (Opinion Research Corp), they check:<\/p>\n<ul>\n<li>customer reviews\/ratings \u2013 57%<\/li>\n<li>blogs\/forums \u2013 50%<\/li>\n<li>online videos \u2013 48%<\/li>\n<li>social sites \u2013 43%<\/li>\n<li>RSS feeds \u2013 27%<\/li>\n<li>Microblogs \u2013 8%<\/li>\n<\/ul>\n<p><strong>Search Is On<\/strong><\/p>\n<p>The Web and social media have become the first place people turn when they need a product, a service, a solution, some assistance, an idea or simply want to share information with others.<\/p>\n<blockquote>\n<p align=\"center\"><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-22.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19764\" title=\"Untitled-2\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-22.jpg?resize=400%2C219\" alt=\"Untitled-2\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-22.jpg?resize=400%2C219 400w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-22-300x164.jpg 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p><strong>Figure 2 \u2013 Growing Choices \u2013 <\/strong>The world of social media just keeps expanding, enabling people to connect with their online communities.\u00a0 They are also prime opportunities for companies, products, staff members to connect with customers and prospects\/suspects.\u00a0 <strong>Source \u2013 Internet Retailer<\/strong><\/p><\/blockquote>\n<p>Most of the social media landscape is of little or no interest to you unless:<\/p>\n<ul>\n<li> you want to sell something<\/li>\n<li> you want to find out what your competition is doing and how they\u2019re being received<\/li>\n<li> you want to find out what people are saying about you, where, why<\/li>\n<\/ul>\n<p>We recently made the analogy of social media being a lot like herding cats (the phrase was made \u201cfamous\u201d by EDS in a Super Bowl commercial years ago) because cats can\u2019t be herded\u2026neither can consumers and people on the web!<\/p>\n<p>Comments about your company, your policies\/programs, products\/services can sweep like a wildfire on the open plain, influencing the government, partners, consumers.<\/p>\n<p>It can be good, it can be bad.<\/p>\n<p>If it is negative, it costs time, money, work to bring customers back \u2013 some will never return.<\/p>\n<p>If it is positive, it can overrun your ability to meet consumer demand.<\/p>\n<p>As the online communities increase in size, number, character; companies will refine their activities to develop \u201cword of mouth equity\u201d that can be used to strengthen their understanding of the customer\u2019s wants\/needs (present\/future), produce sales, blunt the effect of cheap store brands compared to name brands and draw upon when problems, issues arise.<\/p>\n<p>That\u2019s why it\u2019s important to be proactive in the social media arena.<\/p>\n<p>Next, we\u2019ll discuss how you can get started.<\/p>\n<p align=\"center\"># # #<\/p>\n<p><!--pagetitle: Knowing What They\u2019re Saying--><\/p>\n<p><!--nextpage--><\/p>\n<p><strong>Social Media \u2013 A Company\u2019s Friend, Foe <\/strong>&#8211; By G. A. &#8220;Andy&#8221; Marken<\/p>\n<p><strong> <\/strong><\/p>\n<p align=\"center\"><strong> <\/strong><\/p>\n<blockquote><p><strong><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2.2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19766\" title=\"Untitled-2.2\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2.2.jpg?resize=288%2C194\" alt=\"Untitled-2.2\" data-recalc-dims=\"1\" \/><\/a><\/strong><strong>Figure 1 &#8211; Millions Waiting \u2013 <\/strong>The reach of the Internet has opened the door for companies to be in direct touch with millions of individuals who want to obtain information and discuss your company, products, services and your capabilities.\u00a0\u00a0 They have thousands of online outlets to research virtually anything \u2013 and anyone \u2013 who exists on the planet.\u00a0 The challenge for companies is how to participate with these people, win them over or neutralize their issues.<\/p><\/blockquote>\n<p>There\u2019s so much information and misinformation surrounding the power and magic of social media, company management and marketing probably feel like a deer hypnotized by the headlines of a semi on the highway.<\/p>\n<p>Everyone \u201cknows\u201d social networking is going to change the face of company\/product marketing.<\/p>\n<p>It will reshape the relationship with a firm\u2019s partners and customers.<\/p>\n<p>It will potentially reshape the consumer\u2019s impact on the company.<\/p>\n<p>We all know that word-of-mouth \u201cadvertising\u201d is the most powerful \u2013 good and bad \u2013 promotion for a company that exists.<\/p>\n<p>As a result, companies, departments, individuals are setting up social network pages, signing up for microblogs like Twitter, establishing management\/marketing blogs on their Web site and establishing customer forums on the Web.<\/p>\n<p>The challenge is to see the true value of social media for your business, your activity.<\/p>\n<p><strong>Tackling the Unknown<\/strong><\/p>\n<p>Most managers are (understandably) uneasy about social media activities because it turns the conventional idea of marketing, brand image management upside down.<\/p>\n<p>Today\u2019s customers don\u2019t want to be advertised at; they want to research products\/services in their own time, in their own way.\u00a0 They want impartial opinions from other consumers and product experts about the promises made by the company\/product.<\/p>\n<p>The shift of control to customers is a major concern by company executives as they read about the bad publicity that has spread like a wild fire for other companies, executives, products.<\/p>\n<p>But a recent study by Cisco, a worldwide networking company, suggests that being overly cautious is not only short-sighted, the control paradigm has shifted and there is no turning back.<\/p>\n<p>Social media and social networking are here to stay.<\/p>\n<p>The tools, outlets, opportunities and complexity are still in their infancy and will continue to evolve and influence the way \u201cbusiness as usual\u201d is conducted.<\/p>\n<p>To ignore the influence and power of social media as well as the internal guidelines, which <strong><em>must<\/em> <\/strong>be established, can only lead to misuse by members of the organization and accidental disclosure of company\/product information, misinformation\/misrepresentation of the company\/products\/services, its policies, its image.<\/p>\n<p><strong>Forget the Experts<\/strong><\/p>\n<p>There are no hard and fast rules, recommendations.<\/p>\n<p>In truth, there really are no \u201cexperts\u201d you can turn to to deliver \u201csafe,\u201d reliable, guaranteed social media approaches, activities.<\/p>\n<p>Anyone who makes that claim is blowing smoke.<\/p>\n<p>The most we can do in this series of articles is help you understand how you can get started, what they \u2013 consumers \u2013 are doing, explore\/recommend how you can get started, what are the customer\u2019s options and reasonable responses and activities you can consider implementing to enhance, improve, profit from your consumer relationships.<\/p>\n<p>No company, no individual in this industry sets out with the idea of doing evil.<\/p>\n<p>By carrying out a strong, proactive social media activity the company will gain the consumer\u2019s trust, product\/service support and their ongoing loyalty.<\/p>\n<p>This is because there are extensive benefits to the company\u2019s marketing, sales, product development and service\/support activities.<\/p>\n<p align=\"center\"><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2.1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19765\" title=\"Untitled-2.1\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2.1.jpg?resize=384%2C275\" alt=\"Untitled-2.1\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2.1.jpg?resize=384%2C275 384w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-2.1-300x214.jpg 300w\" sizes=\"auto, (max-width: 384px) 100vw, 384px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p><strong> <\/strong><\/p>\n<blockquote><p><strong>Figure 2 &#8211; Social Media Marketing \u2013 <\/strong>The challenge for an organization \u2013 public and private \u2013 is to leverage their online relationships&#8211;develop sound relationships and meaningful one-to-one discussions to deliver world class, market-leading products, services, customers support.<\/p><\/blockquote>\n<p>Before you begin any social media activity, some level of internal governance \u2013 usually ad hoc \u2013 must be exercised including:<\/p>\n<ul>\n<li> <strong>Which social media initiative \u2013 <\/strong>The Web offers a wide pallet of social media activities and you need to determine which one(s) you want to start first, when, how and who will be the \u201cowner(s)\u201d of the initiative(s).<\/li>\n<li> <strong>Employee social media activities \u2013 <\/strong>everyone in the organization can (and probably does) have some social networking activity they are already pursuing \u2013 Facebook, LinkdIn, blog, Twitter.\u00a0 Controlling these activities is a practical impossibility, so you have to respect\/trust the employees, giving them basic ideas and guidelines on what can\/can\u2019t be done and who they can turn to for assistance\/answers when questions arise.<\/li>\n<li> <strong>Third-party management \u2013 <\/strong>Every management team relies on outside experts\/assistance \u2013 public relations\/communications, support\/service, product design, manufacturing.\u00a0 They need clear guidelines on who can speak on behalf of the company, on what subjects.<\/li>\n<li> <strong>Enabling technologies \u2013<\/strong> Most people don\u2019t involve their IT experts when social media activities are initiated because the efforts are conducted outside the company\u2019s IT infrastructure. However, ideally\/ultimately you will want to incorporate some of the information, findings into your business applications and activities.\u00a0 Plan for the long-term because social media marketing will be with you forever.<\/li>\n<\/ul>\n<p><strong> <\/strong><\/p>\n<p>Building a relationship with customers can turn loyal customers into strong extensions of the company, its marketing, its products.\u00a0 They can become key figures in recommending, promoting, defending you online and off.<\/p>\n<p>Social media can be your worst enemy and your best friend.\u00a0 Doing it right isn\u2019t just \u201cnice,\u201d it is important to your organization\u2019s and your success.<\/p>\n<p align=\"center\"># # #<\/p>\n<p><!--pagetitle: A Company\u2019s Friend, Foe--><\/p>\n<p><!--nextpage--><\/p>\n<p><strong>Marketing Changes in Attitude, Changes in Latitude <\/strong>&#8211; By G. A. &#8220;Andy&#8221; Marken<\/p>\n<blockquote><p><strong><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19768\" title=\"Untitled-3.1-1\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1-1.jpg?resize=324%2C220\" alt=\"Untitled-3.1-1\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1-1.jpg?resize=324%2C220 324w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1-1-300x203.jpg 300w\" sizes=\"auto, (max-width: 324px) 100vw, 324px\" data-recalc-dims=\"1\" \/><\/a><\/strong><strong>Figure 1- Customer Relationships \u2013 <\/strong>The social media arena enables companies to direct very customized messages to specific segments more efficiently and more effectively than broad-spectrum messages.\u00a0 One of the key benefits of this 1:1 approach is the opportunity to win customers and retain them for long periods \u2013 hopefully a lifetime.\u00a0 <strong>Illustration &#8212; IDC<\/strong><\/p><\/blockquote>\n<p align=\"center\"><strong> <\/strong><\/p>\n<p align=\"center\"><strong> <\/strong><\/p>\n<p><strong> <\/strong><\/p>\n<p><strong> <\/strong><\/p>\n<p>Social media &#8211;1:1 marketing and communications is so new, it sounds glamorous.<\/p>\n<p>Some see it as a new sense of freedom, romantic even.\u00a0 Just you and him (or her) bonding, building a relationship, building sales.<\/p>\n<p>The first thing the company has to do is forget about employing their mass advertising thinking to social media.\u00a0 People don\u2019t want, expect, appreciate marketing messages being pushed at them on the Web.<\/p>\n<p>According to a study by Digital Brand Expressions, nearly all of the firms surveyed in the consumer industry are committed to carrying out a social media program.<\/p>\n<p>Research where respondents were asked who should be dealing with the social media activities shows how clear \u201cownership\u201d really is:<\/p>\n<ul>\n<li> 71% thought public relations should handle it<\/li>\n<li> 55% said social media should be of the sales related activities<\/li>\n<li> a mixed number said HR and customer service should be involved<\/li>\n<li> 94% said it is a marketing activity<\/li>\n<\/ul>\n<p>Meanwhile, most companies appear to be shooting from the hip, with no cohesive game plan or measurement systems in place.<\/p>\n<p><strong>Over-Planning Fails<\/strong><\/p>\n<p>According to Digital Brand Expressions, less than 41 percent of companies have a cohesive, strategic social media plan.\u00a0 Fewer yet have policies\/protocols for handling\/managing the activity.<\/p>\n<p>Even among those with a plan, few have written policies and communications protocols in place, leaving the organization exposed to problems arising out of employees communicating in ways that inadvertently hurt &#8212; rather than help &#8212; their company brands.<\/p>\n<p>52% of social marketers are operating \u201cwithout a game plan.\u201d\u00a0 The majority of the firms with plans in place admit that the policies and programs are not widely distributed within the organization.<\/p>\n<p>However, there is strong consensus in what the company wants to do, what it wants to achieve in the social media arena.<\/p>\n<p align=\"center\"><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19769\" title=\"Untitled-3.1-2\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1-2.jpg?resize=407%2C370\" alt=\"Untitled-3.1-2\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1-2.jpg?resize=407%2C370 407w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1-2-300x272.jpg 300w\" sizes=\"auto, (max-width: 407px) 100vw, 407px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<blockquote><p><strong>Figure 2 &#8211; Depth\/Breadth \u2013 <\/strong>The expanding social media opportunities enable companies to obtain solid customer reviews, ratings (assuming the products perform \u201cas advertised\u201d).\u00a0\u00a0 People with a good foundation in communications and human relations\/interaction should be encouraged to participate in blogs, social networks to build and reinforce the company\u2019s, product\u2019s, services customer relationships.\u00a0 <strong>Source \u2013 Internet Retailer<\/strong><\/p><\/blockquote>\n<p>The uncertainty of responsibility\/authority over social media should not deter a company from becoming involved today!<\/p>\n<p>It will inspire fundamental business improvements through:<\/p>\n<ul>\n<li>Emergence of new social media-enabled business models.<\/li>\n<li>Ability to increase the &#8220;stickiness&#8221; of relationships by improving loyalty through customer engagement.<\/li>\n<li>Use of communities to improve innovation by providing quick feedback on products and services.<\/li>\n<\/ul>\n<p>As social media evolves, so will a company\u2019s social media programs.<\/p>\n<p>The company\u2019s product information\/support Web site areas are good \u2013 albeit less glamorous \u2013 places to start.<\/p>\n<p>This is where consumers visit to:<\/p>\n<ul>\n<li> discover products, services<\/li>\n<li> refine choices<\/li>\n<li> decide on a product, service<\/li>\n<li> gain assurance, inspiration<\/li>\n<li> execute, find where to purchase<\/li>\n<li> get support, answers<\/li>\n<\/ul>\n<p><strong> <\/strong><\/p>\n<p><strong>One Small Step<\/strong><\/p>\n<p>Once the fundamentals are in place, you\u2019ll probably want to move to brand monitoring.<\/p>\n<p>Twitter is useful in this area because negative remarks can be quickly monitored.\u00a0 As more things migrate online, complaining seems to rise to the top\u2026quickly.<\/p>\n<p>Some organizations have created their own content to offset negative consumer opinions.\u00a0 Faked or camouflaged responses are quickly uncovered, often amplifying the issue.<\/p>\n<p>Microblogs such as Twitter have become very effective means of providing customer service and gathering customer feedback.<\/p>\n<p>Anyone can Twitter, and an estimated 50% of the tweets are idle chatter.\u00a0 However, according to ROI Research, 33% of active Twitter users share opinions about companies, products, 32% make recommendations and 30% ask for recommendations.<br \/>\nMany manufacturers and retailers use Twitter as a customer service tool because it enables you to:<\/p>\n<ul>\n<li>Offer immediate customer advice\/assistance<\/li>\n<li>Builds your brand as a customer-centric business.<\/li>\n<li>Solves problems quickly.<\/li>\n<\/ul>\n<p>Monittor.com enables you to track real-time keywords on Twitter.\u00a0 Tweetbeep keeps track of that mention your company, products, your areas of interest.<br \/>\nTo ensure you\u2019re aware and can give prompt attention to discussions, set up Google Alerts which can be sent to your inbox daily or weekly.\u00a0 Again, it identifies who, what, where discussions of your business\/products\/services.<\/p>\n<p>You can then determine how to best handle negative comments\/feedback or even positive comments\/feedback to enhance your customer relationship.<\/p>\n<p>Establish one or more Google Profiles about your company, your products\/services, yourself.<br \/>\nUsing Google templates, you can quickly\/easily produce a Profile page.\u00a0 You write it about your business, why it is special, what it uniquely provides and can be linked to your website, blog, social site page or other online area.<br \/>\nThe profile will always be on page 1 of a Google search about your company, your products.<\/p>\n<p>Google &#8220;Gideon Marken.\u201d\u00a0 At the bottom of Page 1, you will see two Google Profiles \u2013 one our son\u2019s, one ours.\u00a0 It\u2019s our separate but equal statements.<\/p>\n<p>There are a myriad of social media areas we will explore later; but basically, it includes everything the company does in reaching out, touching, working with people in the firm\u2019s many\/varied publics.<\/p>\n<p align=\"center\"># # #<\/p>\n<p><!--pagetitle: Marketing Changes in Attitude, Changes in Latitude--><\/p>\n<p><!--nextpage--><\/p>\n<p><strong>Consumers Get Their Voices <\/strong>&#8211; By G. A. &#8220;Andy&#8221; Marken<\/p>\n<p><strong> <\/strong><\/p>\n<p align=\"center\"><strong> <\/strong><\/p>\n<p><strong> <\/strong><\/p>\n<p align=\"center\"><strong> <\/strong><\/p>\n<blockquote><p><strong><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled4-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19770\" title=\"Untitled4-1\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled4-1.jpg?resize=314%2C232\" alt=\"Untitled4-1\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled4-1.jpg?resize=314%2C232 314w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled4-1-300x221.jpg 300w\" sizes=\"auto, (max-width: 314px) 100vw, 314px\" data-recalc-dims=\"1\" \/><\/a><\/strong><strong>Figure 1 \u2013 How May We Help \u2013 <\/strong>Every company, every manager will encounter his\/her worst nightmare on the Web.\u00a0 If they have a real problem\/issue, recognize it, resolve it, thank them for their assistance.\u00a0 If the consumer is unreasonable, take the discussion offline and try to turn them around or simply say thank you and let them leave.<\/p><\/blockquote>\n<p><strong> <\/strong><\/p>\n<p><strong> <\/strong><\/p>\n<p>One of the biggest problems every executive has with social media marketing is when a consumer takes a potshot at the company\/product online.<\/p>\n<p>The first thing you have to realize is that your company, your products, are being discussed on the Web \u2013 favorably or unfavorably. And whether you like it or not\u2026those discussions won\u2019t disappear by ignoring them!<\/p>\n<p>The sheer volume of information available in the social media arena has shifted the balance of power from companies to consumers.<\/p>\n<p>Because of the information overload, people become skeptical of company driven marketing messages\/efforts.<\/p>\n<p>They make their buying decisions independently based on \u201cothers\u201d and their own research.<\/p>\n<p>People who buy something and have a good experience tell others.<\/p>\n<p>Folks who don\u2019t, tell a different story.<\/p>\n<p><strong>Happy Customers<\/strong><\/p>\n<p>Instead of having an elaborate social media outreach effort, companies spend your time, money, effort ensuring that existing customers are satisfied \u2013 hopefully, insanely happy.<\/p>\n<p>Then, they\u2019ll tell everyone else and the fever will grow.<\/p>\n<p>Loyal customers do the company\u2019s marketing\/sales pro bono.\u00a0 They defend the company\/products online\/off.<\/p>\n<p>These folks are the ones who keep firms from becoming commodity sellers.<\/p>\n<p>You drive customer loyalty with customer service.<\/p>\n<p>And according to Forrester\u2019s Zach Hofer-Shall, customer service isn\u2019t a department, a job function.\u00a0 It\u2019s everyone.<\/p>\n<p>The first step is to<strong><em> listen<\/em><\/strong>.<\/p>\n<p>Monitor, analyze what is being said about you\/your products online.<\/p>\n<p>Sometimes, you feel as though the only people using social media are the ones who hate your company, your products, you.<\/p>\n<p>But most of the online feedback, online reviews are positive.<\/p>\n<p align=\"center\"><span style=\"color: #ff0000;\">T<strong>one of Online Feedback for Products and Services<\/strong><\/span><\/p>\n<blockquote>\n<p align=\"center\"><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled4-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19771\" title=\"Untitled4-2\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled4-2.jpg?resize=328%2C158\" alt=\"Untitled4-2\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled4-2.jpg?resize=328%2C158 328w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled4-2-300x144.jpg 300w\" sizes=\"auto, (max-width: 328px) 100vw, 328px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p><strong>Figure 2 \u2013 Not All Bad \u2013 <\/strong>While it feels as though all of the comments, reviews on the Web are running against you, the numbers prove otherwise.\u00a0\u00a0 You just have to pay more attention to, spend more time, turning negatives positive or at least neutral.\u00a0 <strong>Source &#8212; Bazaarvoice<\/strong><\/p><\/blockquote>\n<p>You know, the stuff you enjoy reading, passing around, showing the boss.<\/p>\n<p>If it\u2019s a problem, an issue, resolve it in realtime.<\/p>\n<p>Remember, the customer invested the time, money, effort in your product\/service; so within reason, focus on making him\/her a fan.<\/p>\n<p>Usually, solving the problem\/the issue is best done offline to determine and solve it 1:1.<\/p>\n<p><strong>Fan Clubs<\/strong><\/p>\n<p>Do it right and you\u2019ve won another fan that will spread the word.<\/p>\n<p>When you receive good inputs, ideas from users, tell \u2018em so.\u00a0\u00a0 Recognize their contributions in their online community.<\/p>\n<p>Then \u201cborrow\u201d the idea, product inputs, recommendations. Sometimes they can give you an \u201cah ha\u201d moment.\u00a0 Other times, new market opportunities.<\/p>\n<p>Often, they give you insights into product enhancements or tomorrow\u2019s hot, sexy big seller.<\/p>\n<p>Along the way, you\u2019ll get a few bumps, bruises but you also have a WW product\/market research team, without all the overhead.<\/p>\n<p>The traditional business mindset that brands and brand values can be controlled through marketing strategies is no longer appropriate in the social media world.<\/p>\n<p align=\"center\"># # #<\/p>\n<p><!--pagetitle: Consumers Get Their Voices--><\/p>\n<p><!--nextpage--><\/p>\n<p><strong>Show Me Your Story <\/strong>&#8211; By G. A. &#8220;Andy&#8221; Marken<\/p>\n<p><strong> <\/strong><\/p>\n<p align=\"center\"><strong> <\/strong><\/p>\n<blockquote><p><strong><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled5-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19772\" title=\"Untitled5-1\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled5-1.jpg?resize=400%2C268\" alt=\"Untitled5-1\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled5-1.jpg?resize=400%2C268 400w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled5-1-300x201.jpg 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" data-recalc-dims=\"1\" \/><\/a><\/strong><strong>Lights, Camera, Action \u2013 <\/strong>Grab the consumer\u2019s attention and hold it with video.\u00a0 Educational, informational, how-to videos can be quickly, economically produced and posted on the Web to not only get your product message across but to use in your customer support area to help consumers resolve their own problems, answer their questions.<\/p><\/blockquote>\n<p><strong> <\/strong><\/p>\n<p>Until recently, you exchanged information, ideas in words, pictures, diagrams.<\/p>\n<p>You talked in meetings, you sent emails, you showed pictures\/ppts.\u00a0\u00a0 All the while, you were thinking, talking visually.<\/p>\n<p>Today, people are increasingly going online to watch all types of videos \u2013 entertainment, education, information.\u00a0 According to recent projections by eMarketer, more than 87% of the Internet users watch video content online:<\/p>\n<ul>\n<li>news<\/li>\n<li>comedy<\/li>\n<li>movies, TV<\/li>\n<li>music videos<\/li>\n<li>sports<\/li>\n<li>commercials (honest!)<\/li>\n<li>non-professional videos (think dumb, dumber YouTube)<\/li>\n<li>podcasts<\/li>\n<li>animation<\/li>\n<li>education<\/li>\n<\/ul>\n<p>As you move more of your consumer communications to the Web, you need to make your information, your messages more interesting, more entertaining by adding video content.<\/p>\n<p>Short videos &#8212; product demonstrations, applications, installation, troubleshooting, technical discussions \u2013 are meeting this need.<\/p>\n<p>In addition, many organizations that have integrated video into their social media activities have seen their material go viral.<\/p>\n<p>It is being used by channel partners, linked by blogs and other social media sites and shared by viewers everywhere.<\/p>\n<p>Online consumers share the video:<\/p>\n<ul>\n<li>email to friends\/family \u2013 50%<\/li>\n<li>send to social network friends \u2013 23%<\/li>\n<li>IM to friends\/family \u2013 21%<\/li>\n<li>Send to friends on video-sharing sites \u2013 14%<\/li>\n<li>Link them to a blog \u2013 12%<\/li>\n<li>Add comments in other blogs\/social network groups \u2013 9%<\/li>\n<\/ul>\n<p>\u201cBest practice\u201d (most credible) is not done by the video professional that uses costly studio time, tons of cameras\/lights,\u00a0 expensive\/time-consuming post production.<\/p>\n<p><strong>Be Believable<\/strong><\/p>\n<p>The believable videos that are watched and passed around the Web are shot in a minimalized office, engineering lab, natural user environment.<\/p>\n<p>New compact cameras like the Flip can be used by virtually anyone in the organization to produce real-people mini-stories quickly, easily, economically.<\/p>\n<p>Products like muvee\u2019s Reveal 8 do most of the work automatically.<\/p>\n<p><a href=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled5-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19773\" title=\"Untitled5-2\" src=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled5-2.jpg?resize=400%2C250\" alt=\"Untitled5-2\" srcset=\"http:\/\/i2.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled5-2.jpg?resize=400%2C250 400w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled5-2-300x187.jpg 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<blockquote><p><strong>Figure 2 \u2013 Business-Grade Consumer Products<\/strong> \u2013 For departments on a tight budget, low-cost cameras, simple business environment locations, homegrown talent and automated video production software can be used to produce interesting, informative product\/service videos that can be uploaded to the company\u2019s Website and social media locations.\u00a0\u00a0 The key is to tell the story quickly, effectively \u2026 then stop.<\/p><\/blockquote>\n<p>muvee and similar products analyze photos and video, style and choice of music and automatically create a video synced to the beat of the music with transitions and effects built in.<\/p>\n<p>Interesting, informational, short videos \u2013 even with minor mistakes &#8212; are more believable than polished ads.\u00a0 The software helps you explain products, develop SEO (search engine optimization) links and visually assist customers in efficiently, effectively using your products\/services.<\/p>\n<p><strong>Reality Video<\/strong><\/p>\n<p>Using staff members taking viewers through the product\/service story not only adds credibility, it encourages people to share the videos and links with others.<\/p>\n<p>Viral videos on your Web site, Facebook page, posted on YouTube, inserted in blogs\u00a0 quickly, effectively tell the product, application story.\u00a0 They can also help customers who have to assemble products, install them.<\/p>\n<p>Product descriptions, how-to, technical videos helps the consumer feel connected to the company, the brand because they allow person to share information, ideas, rather than being advertised to\/pitched\/sold.<\/p>\n<p>Monitoring the consumer\u2019s feedback\/inputs on the videos and the information presented is all part of the changing social media environment.<\/p>\n<p>It\u2019s only a small step forward but it\u2019s a start in building company\/product reputation equity.<\/p>\n<p>Best of all\u2026it\u2019s easy, it\u2019s economical, it\u2019s fun!<\/p>\n<p align=\"center\"># # #<\/p>\n<p><!--pagetitle: Show Me Your Story--><\/p>\n<p><!--nextpage--><\/p>\n<p><strong>Friends Help Friends, Keep Friends <\/strong>&#8211; By G. A. &#8220;Andy&#8221; Marken<\/p>\n<p><strong> <\/strong><\/p>\n<p><strong> <\/strong><\/p>\n<p align=\"center\"><strong> <\/strong><\/p>\n<blockquote><p><strong><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled6-1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19774\" title=\"Untitled6-1\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled6-1.jpg?resize=450%2C315\" alt=\"Untitled6-1\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled6-1.jpg?resize=450%2C315 450w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled6-1-300x210.jpg 300w\" sizes=\"auto, (max-width: 450px) 100vw, 450px\" data-recalc-dims=\"1\" \/><\/a><\/strong><strong>Figure 1- Shorten the Journey \u2013 <\/strong>Increasingly, online experiences with companies and products have reinforced the loyalty loop in the consumer decision cycle.\u00a0 In addition, with today\u2019s online existence, these customers can be a strong extension of your marketing\/sales efforts by recommending your products\/services to others and defending you when issues\/problems arise.\u00a0 <strong>Illustration \u2013 McKinsey Research<\/strong><\/p><\/blockquote>\n<p>Social media \u2013 blogs, social sites, chat rooms, discussion forums, YouTube, microblogs \u2013 have grown rapidly, have become popular for consumers and companies.<\/p>\n<p>The key reason is that people want to establish their identity, feel connected.<\/p>\n<p>The power of social media can be realized by your organization by integrating the online data with your customer\/marketing data.<\/p>\n<p>Much of the online activity today is being done by communications or PR people.\u00a0 Their information is seldom shared\/leveraged so the long-range benefits are lost to the organization.<\/p>\n<p>Social marketing is a top-down activity that incorporates marketing, communications, product design\/development, HR, customer service\/support\u2026and IT.<\/p>\n<p>It\u2019s all about building a personal bond with your customers for the long-term.<\/p>\n<p><strong>Come On In<\/strong><\/p>\n<p>According to ORC (Opinion Research Corporation), companies are welcome into the social network communities as long as you follow the rules:<\/p>\n<ul>\n<li>51% said companies should have a presence but should only interact with consumers as needed or by request<\/li>\n<li>34% feel companies should be in social media and interact regularly<\/li>\n<li>15% say companies should sit in the balcony or stay home<\/li>\n<\/ul>\n<p>According to a recent Razorfish study, an impressive 64% of connected consumers had made their first purchase because of their digital experience.\u00a0 In addition:<\/p>\n<ul>\n<li>60% consider the brand favorably when they are in the market for a product\/service in that category<\/li>\n<li>40% recommend the brand to others<\/li>\n<\/ul>\n<p>Cone Research found:<\/p>\n<ul>\n<li>74% who interact with the company\/product online usually have a more positive impression of the company, product\/service<\/li>\n<li>72% feel a stronger connection with the company\/brand because they can interact with the company online<\/li>\n<li>70% feel better served when they have an online discussion with the company<\/li>\n<li>68%have improved their opinion of the company\/product because of friend\u2019s recommendations<\/li>\n<li>64% become followers, friends, fans of companies\/brands because they showcase my personality\/interests online<\/li>\n<\/ul>\n<p>Constantly strengthen your relationship with your best customers online.\u00a0 Develop new\/different ideas, share thoughts\/concepts, listen.<\/p>\n<p>People who go online to research a product\/service will almost unanimously place customer care\/customer service high in their decision making process.\u00a0 IDC research found:<\/p>\n<ul>\n<li>74% choose companies\/brands based on others\u2019 customer-care experience shared online<\/li>\n<li>72% research companies\u2019 customer care online before purchasing at least some of the time<\/li>\n<li>84% consider the quality of customer care in their purchasing decision<\/li>\n<li>81% say blogs, online rating systems, discussion forums give consumers a greater voice in customer care<\/li>\n<li>33% believe companies take customers\u2019 opinions seriously<\/li>\n<li>Search engines are their most valuable research tool followed by social networking sites like Facebook, MySpace, YouTube, microblogs<\/li>\n<\/ul>\n<p><strong>Be Proactive<\/strong><\/p>\n<p>That\u2019s why it\u2019s important to be proactive in the social media arena.<\/p>\n<blockquote>\n<p align=\"center\"><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled6-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19775\" title=\"Untitled6-2\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled6-2.jpg?resize=379%2C249\" alt=\"Untitled6-2\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled6-2.jpg?resize=379%2C249 379w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled6-2-300x197.jpg 300w\" sizes=\"auto, (max-width: 379px) 100vw, 379px\" data-recalc-dims=\"1\" \/><\/a><\/p>\n<p><strong>Figure 2 \u2013 Busy Landscape \u2013 <\/strong>While every company agrees they have to be involved in the social media landscape, most firms don\u2019t have organization-wide policies and programs on what can\/should be done by staff members, how the efforts will be monitored\/measured and who is responsible for the social media activities.<\/p><\/blockquote>\n<p>Social media includes everything the company does in reaching out, touching, working with people in the firm\u2019s many\/varied publics.<\/p>\n<p>Social media is still so new that it\u2019s an uncoordinated mess.<\/p>\n<p>Organizations struggle to develop a strategic policy\/program, implement measurement tools\/systems, even though the area continues to evolve, reinvent itself.<\/p>\n<p>Departments \u2013 marketing, advertising, sales, HR, PR \u2013 elbow each other to manage\/control the new media turf.<\/p>\n<p>But no one department is going to manage, control, change social media in your organization.<\/p>\n<p>As Nike says\u2026<em>just do it!<\/em><\/p>\n<p align=\"center\"># # #<\/p>\n<p><!--pagetitle: Friends Help Friends, Keep Friends--><\/p>\n<p><!--nextpage--><\/p>\n<p><strong>Social Media Is <em>Only <\/em>Customer Relations <\/strong>&#8211; By G. A. &#8220;Andy&#8221; Marken<\/p>\n<blockquote><p><strong><a href=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-19767\" title=\"Untitled-3.1\" src=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1.jpg?resize=404%2C284\" alt=\"Untitled-3.1\" srcset=\"http:\/\/i1.wp.com\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1.jpg?resize=404%2C284 404w, http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Untitled-3.1-300x210.jpg 300w\" sizes=\"auto, (max-width: 404px) 100vw, 404px\" data-recalc-dims=\"1\" \/><\/a><\/strong>Jack Nicholson said it best in <strong><em>A Few Good Men<\/em><\/strong>\u2026<em>\u201cYou can\u2019t handle the truth!\u201d<\/em><\/p><\/blockquote>\n<p>We can agree because we\u2019re not one of the thousands of newly anointed social media PR experts!<\/p>\n<p>But of course you are.<\/p>\n<p>After all you\u2019ve got your company\/personal Facebook pages.<\/p>\n<p>You\u2019ve got your company\/personal Twitter accounts.<\/p>\n<p>You update your Facebook pages and Tweet constantly.<\/p>\n<p>Boss has got to love you when you tell him\/her Facebook just surpassed 500 M users and Twitter has 120 M+ users.<\/p>\n<p><strong><em>OMG you\u2019re awesome!!!!<\/em><\/strong><\/p>\n<p>Of course some things are in disarray but hey they are so yesterday!<\/p>\n<p>Yeah your corporate press section has a form media folks can fill in for pretty quick publicity assistance\/information\u2026hey 3-4 days is quick.<\/p>\n<p>Your press section has all the HTML releases, authorized images.<\/p>\n<p>A few real comprehensive website press rooms have contact names and 9-5, M-F office numbers.<\/p>\n<p><strong>Look But Don\u2019t Touch<\/strong><\/p>\n<p>If a customer has a problem or is really ticked and happens to reach you begging\u2026pleading\u2026crying\u2026screaming you simply send them to customer service \u2013 in Bangladesh.<\/p>\n<p>There\u2026another great customer contact!<\/p>\n<p>A recent article in the <strong><em>Wall Street Journal <\/em><\/strong>noted that<strong><em> <\/em><\/strong>everyone is promoting their social media marketing\/communications expertise.\u00a0 Or as Forrester\u2019s Sean Corcoran said, <em>&#8220;You can&#8217;t walk out your house without bumping into a social-media expert today.\u201d<\/em><\/p>\n<p>And the latest issue of <strong><em>Business Week<\/em><\/strong> had a great article on the hot new job\u2026social media director.<\/p>\n<p>Reading all the noise surrounding social media you\u2019d think it was the second coming.<\/p>\n<p>Man it\u2019s the brave new world for individuals\/agencies.<\/p>\n<p>Finally a real job you can sink your teeth into.<\/p>\n<p>You have to admit the jobs discussed in the articles sound awesome\u2026all that viral outreach\u2026all those neat ideas for others to pick up and run with\u2026all of the great ideas just waiting to be spread across the market, across the globe.<\/p>\n<p><strong>We Missed the Class<\/strong><\/p>\n<p>We always thought social media and sound relationships started with the customer\u2026<\/p>\n<p>And ended with the customer.<\/p>\n<p>Most seasoned folks we know make the point that social CRM (customer relations management) and marketing\/sales social media is difficult to get your arms around, difficult to integrate into your business operations.<\/p>\n<p>If you don\u2019t understand your customers\/your audience it\u2019s tough to develop a social strategy that makes sense for your organization.<\/p>\n<p>The templates the experts offer just don\u2019t work for everyone, heck anyone for that matter.<\/p>\n<p>Problem with most smoke \u2018n mirror folks is that they think they can control the conversation.<\/p>\n<p>Hate to disillusion you but she\/he owns the conversation about your company, your product\/service, your support, you.<\/p>\n<p>Try to control the conversation, steer\/manipulate it and you lose the battle\u2026big time.<\/p>\n<p>That\u2019s probably why 40% in a recent social relations survey claimed to have a strategic policy\/plan.<\/p>\n<p>The rest\u2026faking it!<\/p>\n<p>Shooting from the hip.<\/p>\n<p>Inventing as they go.<\/p>\n<p>Truth is social media isn\u2019t overly challenging which may be why there are so many gurus.<\/p>\n<p>All you have to do is know when and how to engage with other people on social media.<\/p>\n<p>Of course it would be neat if you were productive, efficient, sold folks on your products\/services, turned a really negative person around or at least quieted him\/her.<\/p>\n<p>Oh sure you may be unlucky enough to write something on your personal or business Facebook page that your boss doesn\u2019t like but hey\u2026you\u2019re the guru.<\/p>\n<p>Or you may Tweet something that irritates the C offices, HR, client but when you\u2019re working on the edge its part of the adrenaline rush.<\/p>\n<p><strong>Company Effort, Not Yours<\/strong><\/p>\n<p>Management may not be certain why they need a social media expert but they do know the social media arena is the place they should have a presence\u2026of some type.<\/p>\n<p>Experience has also shown them that satisfied, repeat customers keep their doors open.<\/p>\n<p>They know that the best, most satisfied customers are the ones who talk up, support the company\u2019s products\/services even over the rough bumps.<\/p>\n<p>If a question, problem, issue arises and people are writing all over your wall you can\u2019t simply pass the buck.<\/p>\n<p>We know you\u2019re a social media specialist and interacting with customer issues is a dirty little no-nothing job for customer relations specialists.<\/p>\n<p>But they came to you and service\/support shouldn\u2019t have all the fun.<\/p>\n<p>Your social media plans\/programs\/efforts should be about stimulating, driving customer loyalty.<\/p>\n<p>At the end of the day, that counts more than your page readers or Tweet followers.<\/p>\n<p>It\u2019s working with them\u2026talking with them\u2026assisting them.<\/p>\n<p>Yes real 1:1 customer support, customer service.<\/p>\n<p>Sometimes it just isn\u2019t very \u201csocial!\u201d<\/p>\n<p>Just ask the people who really work with and help customers!!!<\/p>\n<div><strong>By  G.A. &#8220;Andy&#8221; Marken<\/strong><\/div>\n<p style=\"padding-left: 30px;\"><strong>President<\/strong><strong> Marken Communications, Inc. <\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong> <a href=\"mailto:Andy@markencom.com\">Andy@markencom.com<\/a><\/strong><\/p>\n<p style=\"padding-left: 30px;\"><strong><br \/>\n<\/strong><\/p>\n<blockquote><p>Please join us in our <a href=\"http:\/\/alienbabeltech.com\/abt\/index.php\" target=\"_blank\">Forums<\/a><\/p>\n<p>Become a Fan on <a href=\"http:\/\/www.facebook.com\/pages\/AlienBabelTech\/123268467142\" onclick=\"_gaq.push(['_trackEvent', 'outbound-article', 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Team AlienBabelTech<\/a><\/li>\n<\/ul>\n<\/blockquote>\n<p><!--pagetitle: Social Media Is Only Customer Relations--><\/p>\n","protected":false},"excerpt":{"rendered":"<p><a href=\"http:\/\/alienbabeltech.com\/main\/?p=19762\"><img decoding=\"async\" align=top title=\"Author: Andy Marken\" src=\"http:\/\/alienbabeltech.com\/main\/wp-content\/uploads\/2010\/07\/Social-Media.PNG\" 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