Jeremy Owyang, an industry analyst for the Altimeter Group has posted ann interesting breakdown of how companies deal with Social Media Engagment online. Read it here. The post includes a breakdown of the business goals, risks and drivers that apply when one considers to add social media as a customer contact channel.
The purpose of this post is to be an industry reference for this social business use case, please leave comments with further additions.
I’m a firm believer in having social media as an additional channel, but not a channel that deserves dedicated focus. It should be one of the channels you use to engage your customers in conversations. But it should be part of a broader channel mix. The message you use should always be clear and consistent.
As Jeremy writes:
We’re seeing agents at command centers that are focused on dedicated social channels only, that then hand off to other teams. Also, universal agents that understand nuances of all channels are also emerging. This also spans product coverage as well as regions and languages.
In other words, well worth a read, if your thinking about your social media policy and starting a social media engagement center.