Coming off of Gartner’s US Symposium, I am adding my notes from the 40+ client 1:1 meetings I had into the system and seeing a pattern in the conversations I had.
A few months ago, we wrote a research doc (behind the Gartner pay wall) on “How to Determine the Role of Social Media in Your Customer’s Journey” to note a major divide in the way clients were thinking about social media. Clients were either thinking of social media as a destination for their customers to consume content and engage, or a facilitator for their customers to take another action.
While social media can certainly be the destination in many use cases – peer to peer community support, social commerce (particularly ratings and reviews and social network selling,) it’s more often not the place where clients want their customers to stop interacting with them. THAT is where the major disconnect is in the development of the corporate social media strategy of 2015. Clients are focusing completely on content development and dropping the ball on identifying what role social media is meant to play in the larger customer journey.
I encourage you to question why you’re doing what you’re doing on social media. If it’s “increasing brand awareness,” ask yourselves what a customer is supposed to do on or off of social media now that they are aware of your brand, and ask if you’re helping them get to that next step. If it’s “increase engagement,” ask yourselves why? Make sure that whatever it is you are doing, you’re cognizant of the next action you’d like customers to take and check yourself: are you helping them get there?
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