Taking it beyond the marketing department…
“Call it catharsis, digital-age rage, or even Internet insanity.
With the megaphone of social media, even a few wayward comments — not to mention a scathing rant — can seriously damage your brand’s reputation. And that sentiment has the capacity to travel at a velocity never before seen.
The problem: In far too many organizations, it’s the marketing and corporate communications departments that drive social media engagement. While this arrangement has many benefits, a different set of tools and skills is usually required to successfully handle customer issues. When you factor in the possibility that data generated via social media could be lost — which could have potentially otherwise been used to inform and provide context for many discreet operations within the enterprise — then the issue becomes business critical.
What’s needed is a new strategy — one that integrates social media operations with customer service to best address the myriad reasons why people use social channels to research, advocate, or attack your brand — and to leverage the information these people provide. Indeed, data integration can mean great promise to organizations that seize its opportunity — and enormous peril for those that don’t.”
Source: Alcatel-Lucent - Bridging The Great Divide
