LL Bean has about 3,600 people answering its phones, and 10 “wading boot-deep into social media,” according to the New York Times. They further report: the retailer typically fields about 100,000 phone calls a day, but records only about “50,000 social-media mentions on Twitter, blogs, Facebook and YouTube” a month.
Social Media is not easily “slotted” into existing company organizations, limiting impact and effectiveness. It is more than simply “outbound” marketing. It’s also customer service. It’s media relations. It’s a branding vehicle. In short, social media can be a tool for several departments. This cross-organizational function is the primary reason many companies are not pro-active in social media.
Guest Relations Marketing can help establish a work plan and training that allows correct implementation inside your company. We also consult on best social media practices for your business and resources. Of course, we handle social media in a turn-key manner for clients as well.
Regardless of whether you engage us or another firm, we highly recommend an internal strategic plan that identifies where and how you plan to engage in social media. As the New York Times article pointed out, “in many ways, these digital conversations are not all that different from those by phone, which can be chats about favorite Bean products, and speak to the company’s 99-year tradition of warm-and-fuzzy customer service.”