Social is no longer optional

first_img 36SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr It used to be that having social media as part of your marketing strategy was optional. In those days, blogs debated the existence of social ROI, and experts questioned which networks would survive in the battle for users. Those days are over.Consumers expect brands to not only have a universal presence on social media, but also to provide service through these networks. Customer conversations are happening on social whether you’re there or not. Megabanks know this and it’s reflected in the millions of dollars they dedicate to supporting these channels. That’s not a luxury most of us have.So, how can community institutions stay competitive? If you’ve spent 10 minutes on Twitter, you know that it is more than a “micro-blogging” site – it is a stream of conscience attempt to connect. People announce the mundane moments of their life (like what they had for breakfast), celebrate every minor victory, and vent on every trivial frustration. What’s more,because this is a public setting, they are begging brands like yours to engage.Despite the massive resources available, megabanks are literally too large to engage consistently on a personal level. The big-brand banks simply cannot keep up with the volume of these thoughts. Catching every mention, monitoring millions of people across dozens of streams, and then authentically engaging and listening with the consumer – it’s too large a task. So they automate, outsource, and systematize. It’s the stereotypical experience of being an account holder at a megabank. continue reading »last_img

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