Small businesses continue to wrestle with social media. You know you have to be there, but where is "there"? Does every business need to be on every social media channel? How can you afford to pay somebody to take care of all those feeds, or find the time to do it yourself? There's only one golden rule for choosing your platforms: are your customers there? If not, move on. Treat the question about hiring a dedicated social media person the same way you would think about hiring somebody to answer the telephone - and while you don't need to handle Twitter or Facebook the same way you do a phone call (right now), you do need to respond to posts and comments quickly. Above all, don't think about social media as a numbers game. It's nice to have a lot of Likes on your Facebook Business Page, or thousands of followers on Twitter, but what counts in the end is the quality of the interactions you're having with your customers, and what they're putting on the page.
Customers using store-supplied Google Chromebooks at Krispy Kreme stores during the 2014 holiday season could enjoy a live video chat with people around the world. The company made the service available during the holidays to "spread cheer" - and to tie in with its other holiday promotions. The video introducing the service, posted on the brand's YouTube channel and Facebook page, garnered more than 5 million likes. The company also used Google+, Twitter, and Instagram to promote the campaign, as well as local social media channels in the markets that offered the holiday video chat.
How the pros do it. Top brands including Nike, Xbox, and JetBlue use social media intensively to provide high-quality customer service. The major channels for customer service on the web are Twitter and Facebook, which have very different user bases. Facebook is the undisputed leader in terms of sheer numbers, but it also has less-sophisticated users who may not think of using social media to seek help, make a complaint, or ask a question. Facebook may not be as useful for more demanding applications (e.g., customer service) as Twitter, with its younger, more tech-savvy audience. The experience of larger companies seems to point to the superiority of Twitter as a customer service platform, too; 77% of large corporations maintain an active presence there, although not all of them are using Twitter for customer service.
U.K luxury fashion retailer Harvey Nichols helped customers avoid giving "the wrong present" this holiday season by providing customized cards its customers could use to give potential gift-givers strong, humorous hints about what the right present for them might be. This may be a bit edgy for some people (watch the video to see what we mean), but the company is confident they have a winner on their hands. Perhaps this is something you can adapt for the next holiday season?
Every year Google publishes lists of the top 10 Google searches in various categories. Here are some lists of top-trending Google searches from 2014, with their top 3 searches last year.
Click here for the complete list, listing all top 10 searches in each category.
A targeted, quarterly magazine that takes CEO's, VPs and Sales Executives to the cutting edge of franchise development.