As someone who’s actually seen companies (from agencies to Fortune 500 companies) first go, “Social Media, Why?” to How? It’s interesting to see a global voice arise echoing “Social Media. Now!”. Particularly since the chorus comes from a slew of senior marketing executives world-wide. Nice.
Senior marketing executives in several countries agree that the use of social media for corporate, brand and product marketing is not a passing fad – with nearly half saying it is a vital component – according to research sponsored by TNS media intelligence/Cymfony.
What I found most interesting was the broad range of social media activities that companies are willing to commit to. Take a look.
It was also heartening to read this:
The potentially most effective use of social media, selected by more than 50% of respondents, is creating a user community of bloggers to provide user experience feedback.
Well, listen up. These days there are quicker ways to get user feedback right when the user experience occurs. Yes, check out three examples (and you may have heard it from me already).
Or, a community of bloggers as your marketing executive expects. What’s more important is for you to actually converse within that medium. I think Jeremy says it well when he blogs:
That means getting to actually know the community, getting to be a part of it, reading blog posts – and meeting the people. It doesn’t mean using the community…
Participation and Listening are keywords here. First get your marketing teams participating in the social media world (be it blogs or other sites such as the ones mentioned below) and then you can move into the ROI phase.
Want immediate feedback – go to Twitter. (What is Twitter?) First off, your community guy/gal should get a twitter account and start tracking conversations about your company on twitter. Easiest way to do that would be to tweet (yes, that’s the official verb form) “track company name”. And, voila he/she’s following all tweets about your company.
Best part is, the community person can then respond to the user right away. Check out my experience responding to Steve Rubel’s LinkedIn error on twitter. And, this can be done not just by a single individual but by everyone in your company who cares about your company and its brand!
3. Friend Feed:
You knew I’d bring it up. Didn’t you? For those who haven’t heard about it, FriendFeed is a social media aggregator. Here are the first two steps ,if you’d like to get great user-feedback – as it happens, on FriendFeed:
1. Why should I use FriendFeed? CONSOLIDATE all your social media activities into one place, which you can then SHARE with your community. For e.g. here’s my friend feed page. Go ahead, subscribe to me (User id required). Currently 29 social media sites are available – from Twitter to YouTube.
2. SEARCH for relevant information related to your company from there. Consider this a super-group of all social media actions that have mentioned your company. For e.g. somebody twittered a bad user experience to somebody who created a video on YouTube to let the world know how great your latest feature enhancements are!
If you have any questions on the above three ways to track user experience feedback via social media, just let me know by leaving a comment on this blog post.