By Ini Augustine
In today’s quickly changing social environment, every company should be prepared to handle a social media crisis. It’s not a question of if, but when you, or your company could be under attack online. Even though a social media crisis starts small, it can progress into something that is very difficult to handle. This is why it is crucial that you detect a social media crisis while it is still in its early stages.
Step #1: Don’t ignore it
Social Media fiascos typically start with something small. A customer posts a bad review, or a negative blog is posted. Recognize that this is the point at which your company should respond to the situation proactively.
When you notice an unhappy or angry customer has left a not-so-good review on your Facebook or Twitter page, it’s a good time to reach out. It is crucial to constantly monitor your company page and set a Google alert for your brand. Once you spot a potential social media try to resolve the problem that is causing it.
Step #2: Identify the Problem
Accepting blame is not a typical human response. While there are individuals out there that will never be happy, consider most customer are being honest about their experience. Apologize, right away if you are sorry. Explain why your company has a certain policy if you’re not.
A certain company went through a sudden social media crisis when a fan posted a question asking for directions on how he could ask them for help and they failed to respond. Because of this, the fan posted very bad reviews about the company the next day, which went viral quickly. People shared the negative post more than 50 times in 24 hrs. Once we stepped in , we approached the unhappy poster, and provided him with the info that was required. He then posted a positive review, which got shared 15 times.
By Ini Augustine
Social Media Return on Investment (ROI)
Let’s face it. Social media can either be an entrepreneur’s blessing or worst nightmare. Yes, setting up a social media page on popular sites, such as Facebook and Twitter, is free. However, in order to maximize the reach of your site, you will have to invest in advertisements and social media managers. With limited funds available, you cannot afford to waste your money on ineffective social media campaigns. This begs the question- how can you assess your social media site’s ROI?
If you have ever created a Wordpress blog, you will understand how addictive it can be. Users constantly check their blog page’s statistics after each blog post to determine the number of followers and visitors to the site per day. A sense of accomplishment is created when the user realizes hundreds of people have read the most recent post. Tracking customer events creates a similar feeling in entrepreneurs and is critical to assessing social media ROI. These customer events include:
· the number of phone calls received per day
· the number of visits to the business’ physical location per week
· the number of visits to the business’ website per week
It must be noted, however, that tracking is most effective when it is done both before and after the social media strategy has been implemented.
Social media ROI isn’t instantaneous. Studies have shown that it takes 7 to 10 interactions before a customer decides to do business with a company. Depending on the industry you are in, it can take a minimum of 6 months and as much as several years to see results. People in sales and retail specifically usually only see results after several years. Additionally, average ticket value must also be considered. Average ticket value refers to the average sale that can be obtained from a customer who does business with a company. This value depends on the industry the company is in. For instance, the average ticket value of a BMW dealer is $1600 while that of Target is $600. Nevertheless, tracking customer events requires you to be patient and to compare these events on an annual basis. Annual revisions allow you to determine what is and isn’t working.
Make the most of your social media investment by: keeping track of customer events, being realistic, and calculating your ROI. The results of these analyses can help you to revise your marketing strategy so that your business can flourish.
Having trouble setting your social media strategy? We offer seminars too! See a list of our sessions here: Social Media Seminars