When Bigger is Better: How to know when to re-evaluate your social media tools
July 15, 2016
When starting out with social media monitoring, many companies opt to work with a free social media aggregator tool. This can sometimes be as much as a company needs, but over time, many organizations start to see the need in a more robust social media management tool. Note, this doesn’t necessarily happen when the company grows in size, rather, it’s when the company’s social media needs grow in size.
It’s not always easy to figure out when your social media team should make the switch. To help you evaluate your needs, here are several common tipping points that our customers have faced in the past that have made them move on to more sophisticated (social media tool) pastures.
1) You start to engage on more social channels
As BNP Paribas Fortis started to expand their social media presence on platforms such as LinkedIn and Instagram, they found “platform hopping” cumbersome and inefficient. They needed a way to manage all of their social media platforms from a single central hub. This would also allow them to track high-level trends across social channels.
2) You struggle with middle men and email threads
hhgregg initially worked with an external agency that handled all of their social media communications on the company’s behalf. During the two years that they worked with their agency, feedback volumes increased significantly and the feedback notes were scattered across individual email threads and Google documents. The hhgregg team needed a central hub where they could access conversation history without having to scroll through silo-ed documents. This hub would provide context to each new customer conversation, and make sure their customers received a seamless reply. They wanted to own the customer relationship.
3) You work across different teams and different geographies
As your social media engagement grows, you’re likely to find that the social insights are relevant to several departments across the company. T-Mobile Netherlands saw that they had to work with an increasing number of teams across different departments, and in some cases, across different countries. They needed a high performing, collaborative social team in order to have a cohesive, consistent brand voice; have a clear brand identity across all social channels; and to streamline internal processes so that the most appropriate agent responded back to the customer as quickly as possible.
4) You struggle with efficiently managing multi-lingual engagement
As a Switzerland-based company, Qoqa engages with customers in Switzerland’s three main languages – French, Italian, and German. They needed a way to automatically organize the incoming multi-lingual messages, so that the right agent (with the right language skills) could easily stay on top of which messages to reply to.
5) Your social media channels start getting used for marketing campaigns and customer service
At Aramex, three different teams share ownership over the social media program: (1) Customer Service, (2) Corporate Communication, and (3) Marketing. This means that some customers engage with them about their online marketing campaigns and others about service questions. As the teams started to see data volumes begin to triple year over year, they needed a better way to manage the different types of engagement. They wanted to efficiently and automatically identify critical customer service issues, assign levels of priority, initiate case management for cross-team collaboration, categorize feedback topics, and of course, respond back to the customer’s comments.
6) Your data volumes explode
One of the biggest challenges that many companies face with social engagement is that it is extremely easy to get overwhelmed by having to sift through large volumes of spam, unrelated, or non-actionable social comments. Before the European Parliament started working with Clarabridge, they struggled to handle the huge volume of social media messages related to the European Parliament, the individual Members of Parliament, standing committees, the European Parliament President, the European elections, and an ever-changing selection of legislative topics. The ability to reply and analyze feedback in real-time was critical to the European Parliament rolling out a strong, successful, and sustainable social media program.
If you are facing one or more of these situations, your social media program may be mature enough to require more advanced tools.
Serina Aswani is Manager of Content Marketing and EMEA Marketing at Clarabridge. As part of her responsibilities, Serina serves as the voice of Clarabridge’s customers, highlighting customer stories and sharing proven best practices for implementing successful Customer Experience Management programs. Serina also oversees content marketing strategy and PR for the Europe, Middle East, and Africa (EMEA) region. She is responsible for establishing Clarabridge’s position as an industry thought leader across EMEA. Serina holds a M.S. in Commerce, specializing in Marketing and Management, as well as a B.A in French and Studio Arts, from the University of Virginia. Read more from Serina on Twitter at @SerinaAswani.