- Posted January 5, 2013 by
- Social Media ROI: Company Background and Cost Calculations
- The Challenge: Making a Business Case for Social Customer Service
- Social Customer Service—A New Breed of Consumer is Emerging
- KEYNOTE: Obtain a Higher ROI On PR & Marketing Initiatives : Competitive Engagement Reports
- Demystifying the ROI of Social Media
OODA Loop and How to Use Social Media For Business (Part 10)
Social Media for Customer Service affects Public Relations. Public relations departments might be considered at a slight disadvantage with the advent of social media. They have been able to craft and control the branding and key messages, which is very important to the brand equity. With social media, while they can release information to broader audiences quickly, negative information can spread just as fast.
What if an overzealous blogger gets wind of your new product and blogs about it before the launch? On one hand this could be called a “sneak peek.” On the other hand, if leaked too soon, it might end up tipping your hand to the competition and even the stock market. In today’s social media environment, there is no way to protect the company 100 percent of the time from info leaks.
But having crisis mitigation strategies in place for when it might occur is necessary. On many occasions, it is the Customer Service personnel who have alerted Public Relations about “sneak peek” news first. It is also known that some PR strategists give first news of new products or offerings to the most loyal customers as a reward or to get feedback pre-release. The customer database and its metrics are used for selection of those customers.
Conclusion? Force Multiplier #5: Proactive monitoring of PR events and leaks, leverage customer feedback and customer data to facilitate customer loyalty.