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  • 6 Oct 2017 4:44 PM | Kathy Doering (Administrator)


    Even if your bank doesn't use social media, Regulators still say you're still responsible. What you need to know from Joanna Belbey~

    Joanna Belbey 

    I help regulated firms use social media effectively. Opinions expressed by Forbes Contributors are their own.
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    social media monitoring

    Shutterstock

    There’s a misconception among banks that if they prohibit their employees from using social media, they can avoid the risks of damaging their brand or being out of compliance with regulatory requirements. The greatest risk is doing nothing to prepare for the crisis ahead.

    The Stages (And Opportunities) Of Social Media

    Regulated firms such as banks, typically ramp up the use of social media slowly. They may start with having a corporate presence that is closely aligned with their existing corporate brand, essentially moving their website to social. Or perhaps they may use social media as a way to make their firm more accessible for customer service or to show a more light hearted, personal tone. Or Human Resources might use social media for on-campus recruitment and to share positive stories about staff. During the next stage, firms may allow their employees to access social networks at work to make connections and do research, but use technology to block them from making comments or engaging. Or employees may be allowed to use social media for business and to communicate with clients and prospects but only if they agree to have their posts archived and share corporate-provided content that has been pre-approved in some way. From there, as time moves on, these employees may be allowed to post third party content and speak in their “authentic voice”, just as long there is technology and processes in place to capture these posts and make sure they are appropriate. Along the way, the C-Suite may recognize social media as an opportunity to build firm awareness, encourage engagement with employees and clients and enhance personal reputation. Or most recently, firms may encourage “employee advocacy”, where employees are provided with positive information about their firm and invited to share it on their personal networks. This is a powerful opportunity to promote the bank by trusted members of a community.

    Regulators Say Your Bank Is Still Responsible, Even If You Don’t Use Social Media

    However, in spite of the opportunities of using social media, there are plenty of banks that are still on the sidelines. However, whether or not you use social media as a marketing tool, a way to engage your community, or as an opportunity for your CEO, you still are responsible for the reputation of your bank. Even if your bank makes the decision not to use social media proactively and prohibits your employees from using it, there are still people talking about your bank on social media. People are having the conversation, whether you are there or not. It's better to be in the conversation to correct misconceptions, fix mistakes, or resolve customer service issues from a brand point of view. However, there is also a regulatory responsibility to protect the reputation of your bank and to protect your customers. The Federal Financial Institutions Examination Council (FFIEC), a consortium of retail banking regulators, states in its social media guidance that “based on its own risk assessment, a financial institution that has chosen not to use social media should still consider the potential for negative comments or complaints that may arise within the many social media platforms and when appropriate, evaluate what, if any, action it will take to monitor for such comments and/or respond to them”. And we’ve seen that regulators across industries tend to be consistent with the desire to protect consumers / investors / patients, so even if you aren’t a bank, the same principles will apply.

    Create Social Media Policies For Everyone

    Every bank should have social media policies that specifically lay out what’s allowed and what’s not allowed for their employees, by position. Marketing teams may have one set of rules and associated persons another. These polices are most effective when they use real-life examples that are relevant to employees and their families, spell out the consequences of not adhering to polices and are enforceable. Even when firms don’t use social media for business, firms still have a responsibility to train their employees to be sensible and aware. Nothing is private on social media. It’s easy to track down where you live or work. A misstep or controversial opinion from someone’s personal social media account can result in a social media firestorm that ultimately reflects negatively on your bank. Therefore banks need communications plans that include social media, whether they are using it or not.

    Prepare For A Communications Crisis

    In the early days of social media, people were more forgiving about mistakes and responsiveness. Not so today. The public expects that your bank will respond immediately during a crisis. That means you need to take steps today to prepare for the communications crisis that may happen at any time. Firms should gather together key stakeholders, such as Legal, Compliance, HR, Investor Relations, Marketing and Senior Management to explore and answer questions such as:

    • How can we listen to what people are saying about our bank?
    • What do we do when someone mentions our bank?
    • How do we handle customer complaints?
    • What is our process for correcting factual information (such as hours and locations) about our bank or branches?
    • How do we protect our brand when it’s being hijacked on social media?
    • What is our human resource process when an employee becomes the subject of a public controversy when using social media?
    • What if a highly visible person, such as President Trump, tweets at us?
    • How do we categorize and prioritize a crisis? Who does what in the event of a crisis?
    • Who needs to authorize responses from the bank? What is their contact information?

    Don't wait to figure out the answers to these questions while in the middle of a crisis. Plan ahead to create clear cut processes to protect the reputation of your bank now and in the future.

    Contributor’s note: To learn more details about banking and social media, watch “Social Media and Compliance for Banks and Credit Unions,” a 45 minute conversation that I had with Andrew Swinney, social media manager for Kasasa, a wholesale financial services company. 

    Follow Joanna on Twitter @Belbey

     



  • 4 Oct 2017 8:10 AM | Kathy Doering (Administrator)


    Listening shouldn't just be used to respond to negative posts about your brand. It can do so much more for any business. Take a look at what State Farm has done:

    By: Samantha Wood

    jake from state farm

    Humanizing your brand online isn’t always easy, especially if you work in an industry that’s perceived as stuffy and stodgy. But State Farm Insurance is shattering those preconceived notions by using social listening to personalize their brand in unexpected ways.

    State Farm Insurance assistant vice president of public affairs Joe Strupek

    Joe Strupek, Assistant Vice President of Public Affairs, State Farm Insurance

    We’ve all heard the old adage that you have two ears and one mouth because you should listen twice as much as you speak, and the same applies to a brand’s social media presence, according to Joe Strupek, assistant vice president of public affairs at State Farm Insurance.

    “[It’s] about 70% listening and 30% content,” says Strupek. “I think we would all agree that you learn more by listening and helping than you do just publishing.”

    Strupek shared some case studies and best practices for utilizing social listening on Twitter to humanize a brand.

    You Don’t Always Have to Respond

    One common mistake brands often make is feeling the need to immediately respond to all positive or negative tweets. But you first need to decide if the tweet even warrants a response.

    Many times, brands have taken a positive tweet by a consumer and retweeted or quoted it, but doing so can be risky. “[You] can turn a positive to a negative if the consumer wasn’t looking to become a company spokesperson,” he says.

    And the same goes for negative tweets. Most negative tweets should be addressed via private direct message, rather than in public.

    “The best response I have seen to a negative tweet for any brand is when a brand fixed an issue that was brought to their attention through social, and the consumer themselves follows up with, ‘Brand X fixed my problem!’” Strupek says.

    Use What You Hear

    One of the best examples of State Farm’s efforts at humanizing its brand involves the famous “Jake from State Farm.”

    You remember that commercial, right? A wife comes down the stairs at 3 a.m. to find her husband on the phone with someone, and she assumes he must be up to something. She grabs the phone and asks, “What are you wearing, Jake from State Farm?” To which he famously replies, “Uh…khakis.”

    The commercial was a huge hit, and Jake from State Farm became a well-known character on social media. State Farm even created a Twitter handle, @JakeStateFarm, and they’ve had some fun with it.

    When one little girl lost her Elf on the Shelf (who she had named Jake from State Farm, complete with a homemade pair of khakis), @JakeStateFarm stepped in. Using social listening, the company found a tweet by @Mandyloulou17 saying that her daughter had lost her Jake from State Farm elf.

    Omg! WE HAVE A SITUATION…WE'VE LOST JAKE FROM STATE FARM (aka @elfontheshelf)!!! Moving is horrible!

    — Amanda Webb (@Mandyloulou17) November 30, 2015

    Strupek explained that State Farm got another elf and even made him a new little pair of khakis. They shared some photos of him playing around their office, and of course sent the new Jake to the little girl.

    View image on Twitter

    View image on Twitter

     Follow

    State Farm 

    @StateFarm

    .@Mandyloulou17 night security found this @elfontheshelfnamed @JakeStateFarm last night around 3am at HQ? Yours?

    2:00 PM - Dec 2, 2015

    •  33 Replies
    •  
    •  1414 Retweets
    •  
    •  3131 likes

    The tweets didn’t go viral, but they created a great rapport with the customer in trouble and brightened the Christmas season for this mom and her daughter without asking them to be brand ambassadors. The @JakeStateFarm Twitter handle is a fun tool for the State Farm brand and with 40.8K followers, it’s a huge success.

    View image on Twitter

    View image on Twitter

     Follow

    State Farm 

    @StateFarm

    Replying to @Mandyloulou17

    @Mandyloulou17 @elfontheshelf @JakeStateFarm he's so excited that now he's running laps around the building!

    3:02 PM - Dec 2, 2015

    •  22 Replies
    •  
    •   Retweets
    •  
    •  44 likes

    Another great example? State Farm found a tweet where someone used their jingle “Like a good neighbor State Farm is there…I need food.” So, of course, they sent him pizza!

    Jan 13, 2015

    Michael Sly @MichaelTheSly

    Like a good neighbor @StateFarm is there...I need food

     Follow

    State Farm 

    @StateFarm

    @MichaelTheSly Not sure if you are still hungry, but we would love to help. DM your address and favorite restaurant and we'll hook you up.

    10:44 AM - Jan 13, 2015

    •   Replies
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    •  11 Retweet
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    •  33 likes

    It’s such a simple concept, but it makes a personal connection with this customer, who may or may not already have State Farm insurance. But now, he’s going to spread the word about the #powerofthejingle.

    Screen Shot 2017-07-27 at 12.53.11 PM


  • 30 Sep 2017 7:08 PM | Kathy Doering (Administrator)


    In honor of Customer Service Week starting Oct. 2nd., here is a great post to make you think about using social media for customer service!

    August 4, 2016 in Customer Service

    Social Customer Service Stats

    Defend the Spend with these Social Customer Service Stats

    Fact: Social media is the #1 preferred customer service channel for a huge portion of your customers (and soon to be the majority of them). But no matter how many people prefer to use social media for customer service, despite how many customers are reaching out to businesses on social and expecting responses, and regardless of how many new solutions emerge to help brands address this, some bosses are still not convinced of the value of social customer service. We’re sure that your boss is delighted with your enthusiasm. However, you need to tie your vision for social care to their broader objective. They want ROI. First, you need data. Social customer service stats are a great place to start.

    So, if you are having trouble convincing your boss about the value of social customer service, we’ve got what you need. We’ve gathered the top 20 social customer service stats (from reputable sources including Harvard Business ReviewGartnerForrester Research and more) that will surely help you prove the value of social customer service. Most of all, you’ll help your boss defend the spend on this grand but vital initiative. 

    Don’t just take our word for it, see below for yourself!

    20 Social Customer Service Stats to Show Your BossCLICK TO TWEET

    #1-20 Social Customer Service Stats

     

    Social Customer Service Stat #1:

    It costs as little as $1 to solve a customer issue on social media, which is nearly 1/6 that of a call center interaction. – McKinsey & Co
    Social_Customer_Service_Stats_1

    It costs as little as $1 to solve a customer issue on social media, which is nearly 1/6 that of a…CLICK TO TWEET

     

    Social Customer Service Stat #2:

    When companies engage and respond to customers over social, those customers spend 20-40% more with them. -Bain & CompanySocial Customer Service Stats 2

     

    Social Customer Service Stat #3:

    70% of those helped via social customer service return as a customer in the future. -AmbassadorSocial Customer Service Stats 3

     

    Social Customer Service Stat #4:

    71% of consumers who experience positive social customer care are likely to recommend the brand to others, compared with just 19% of customers who do not get a response. -NM Incite
    Social Customer Service Stats 4

    71% of consumers who experience positive social customer care are likely to recommend the brandCLICK TO TWEET

     

    Social Customer Service Stat #5:

    Failure to respond via social channels can lead to a 15% increase in the churn rate for existing customers. -GartnerSocial Customer Service Stats 5

     

    Social Customer Service Stat #6:

    Companies that invest in customer service on Twitter have found that resolving issues via Twitter can lead to over 95% of issues being resolved in-channel, and can achieve a customer satisfaction rating of over 90%. -McKinsey & CompanySocial Customer Service Stats 6

     

    Social Customer Service Stat #7:

    Twitter and Facebook are 48% more accurate and 44% faster at delivering customer service responses than email. -EpticaSocial_Customer_Service_Stats_7

     

    Social Customer Service Stat #8:

    60% of customers expect companies to respond to them on social within the hour. -TwitterSocial Customer Service Stats 8

     

    Social Customer Service Stat #9:

    Customer service interactions over Twitter have increased 250% in the last two years. -TwitterSocial Customer Service Stats 9

    Social Customer Service Stat #10:

    Companies that developed social care capabilities improved year-over-year revenue per contact by 6.7% through effective up-selling, cross-selling and customer churn reduction versus a 12.1% decline for those without that capability. -McKinsey & CompanySocial Customer Service Stats 10

     

    Social Customer Service Stat #11:

    Customers who experience positive social media interactions are nearly 3X more likely to recommend that brand. -Harvard Business ReviewSocial Customer Service Stats 11

     

    Social Customer Service Stat #12:

    Not answering a complaint decreases customer advocacy by as much as 50%. -Convince and ConvertSocial Customer Service Stats 12

     

    Social Customer Service Stat #13:

    Answering a social media complaint increases customer advocacy by as much as 25%. -Convince and ConvertSocial Customer Service Stats 13

     

    Social Customer Service Stat #14:

    77% of people say that valuing their time is the most important thing a company can do to provide them with good service. -Forrester ResearchSocial_Customer_Service_Stats_14

     

    Social Customer Service Stat #15:

    55% of people say they are very likely to abandon their online purchase if they cannot find a quick answer to their question. -Forrester ResearchSocial_Customer_Service_Stats_15

     

    Social Customer Service Stat #16:

    For each 1% of shoppers who return for a subsequent visit, overall revenue increases by approximately 10%. If companies invest in keeping another 10% of existing customers happy enough to keep buying, they will double their revenue. -Adobe Digital IndexSocial_Customer_Service_Stats_16

     

    Social Customer Service Stat #17:

    When customers engage with a business through social media, they contribute about 5.6% more to the firm’s bottom line than customers who do not. -Ram Bezawada, PhD, University of Buffalo School of ManagementSocial Customer Service Stats 17

     

    Social Customer Service Stat #18:

    67% of consumers have used a company’s social media site for servicing, compared with 33% for social marketing. -JD Power & AssociatesSocial Customer Service Stats 18

     

    Social Customer Service Stat #19:

    82% of people who engage with a brand on Twitter for customer service report sharing their positive experience with others, while only 44% who engage on other channels (phone, email, chat, in-person) share their positive experience with others. -TwitterSocial_Customer_Service_Stats_19

     

    And finally….

    Social Customer Service Stat #20:

    Companies that have a well-crafted social customer service approach experience 92% customer retention. -AberdeenSocial Customer Service Stats 20

     

    • About The Author: Kristina Koller

      Kristina Koller is an Elvis Presley fan, avid online shopper and therefore obsessed with customer experience, and a marketer at Sparkcentral, in that order.

      More posts by Kristina Koller

    LEARN ABOUT THE PRODUCT


  • 26 Sep 2017 2:04 PM | Kathy Doering (Administrator)


    Great Blog Post on the advantages of social media listening! Thank you Ashley!

    by  Ashley Mamula

    Social Media Listening (1).png

    Ever wished you had a crystal ball and knew exactly what your customers were thinking? When used correctly, social media listening can be a lot more accurate than a crystal ball. Major companies like Intel, H&M, and Ikea all use social listening to discover candid feedback that helps their business differentiate products and services from the competition. Is your company prepared to capitalize on these insights?

    Social Media Monitoring and Social Listening: What’s the Difference?

    Social media monitoring and social media listening are two sides to the same coin– and a robust digital marketing strategy needs both. Social media monitoring focuses on engagement and performance metrics. It answers questions like, “How many retweets did this post get?” and “How many people clicked through to sign up for our discounted offer?” Social media listening focuses on what your customers are saying. It answers questions like, “What do my customers need?” and “What are my customers' main pain points right now?” Social media listening provides an added layer of candid nuance to your marketing and brand positioning that you won’t get through a customer performance survey or scanning your Yelp reviews. You know exactly what your customers are thinking the moment it’s happening. You can identify and capitalize on opportunities immediately.

    Sounds great in theory, right? Here’s where most companies go wrong with their social monitoring strategy. They spend a lot of time focusing on what their customers think about their company, but very little time focused on what else their customers are saying. They’re so focused on tracking company or product mentions that they miss out on the bigger picture. Here’s how to course correct.

    3 Solutions for Customer Insights: Identify Needs, Influencers and Opportunity Windows

    Mining social media for customer insights doesn't have to be complex. Start by focusing on three key insights that bring the greatest value to your company: identifying customers needs, identifying influencers, and identifying opportunity windows.

    1. Identify customer needs. Knowing a customer’s pain points is critical. When you know their precise problems, you can pitch a solution that’s tailored to their needs. Use social media listening to track keywords or issues that are repeatedly referenced in social media conversations. Focus on the social platforms where your customers are most active, like LinkedIn groups and discussions dedicated to a specific industry topic. Keep in mind that social listening tools only work for public content so you won’t be able to track mentions in closed groups.

    2.  Identify who is influencing your leads. While it’s relatively easy to obtain a list of general industry influencers, this list would be a lot more valuable if you knew which of these influencers your lead follows. Social media listening provides valuable engagement data for leads in your marketing automation database. Discover who your leads interact with most frequently, which content they comment on, and what they have to say. With this information, you’ll be better positioned to understand which competitors or industry influencers are impacting your lead’s decision-making process– and how you can better differentiate your offerings.

    3. Identify opportunity windows. One of the biggest challenges facing today’s B2B marketers is not what content to produce but when to share the content for maximum impact. Share a case study at the wrong time and your insights will end up in the email trash bin. Share a case study at the right time, and your content could help eliminate decision-making barriers and get the deal closed faster. With social listening, you’ll know when a lead is most open to receiving relevant content. Social listening makes it easier to pass qualified leads to your sales team through lead scoring. You can then alert your sales team to follow up with valuable leads when they are engaging with your brand or relevant topics in your space.



  • 19 Sep 2017 1:59 PM | Kathy Doering (Administrator)

    What is Twitter for Customer Service?

    By @sarapics

    Monday, 19 September 2016 

       

    Twitter is the first place people go to for customer service. Sometimes it’s about having complaints addressed and questions answered, and other times it’s about saying thank you for great service or getting help with a really pressing issue.

    Twitter has changed the dynamics of customer service by not only encouraging interaction, but by enabling brands and customers to quickly connect –– often with hilarious results. To find out more about, Research Now conducted research on behalf of Twitter that looked into the reasons for all of this as well as the impact on brands.

    Customer service is now 1:Many

    Our research found that 61% of Twitter UK users surveyed admit that the public nature of Twitter affects what they Tweet about brands. For users, Twitter feels like the right environment to discuss customer service queries with brands. And not only with brands, but with other customers who may be experiencing similar issues. It’s an example of how Twitter transforms the customer service experience from a 1:1 interaction to a 1:many.

    Customer Service on Twitter and the impact on brands

    Customer service by industry

    What makes customer service on Twitter so widespread is that it is used by brands from all sectors. From finance, to retail, travel and telecoms. However, there are some sectors that are more active than others. Our research found that users are most likely to use Twitter as a customer service channel for retail and travel.

    As many as 40% of those who had recently used the platform for customer service had done so for retail; 33% for travel and 28% for telecoms.

    Another study we ran in conjunction with TNS explored the impact of customer service on Twitter for telco brands. Unsurprisingly, those who had a response from a brand had almost 3x higher brand preference than those who hadn’t and were also more likely to recommend that telco brand.

    For telco brands, customer service interactions are an opportunity to strengthen relationships with their customers. As many as 42% of telco Tweets consisted of requests for more information or questions, representing a key moment for brands to strengthen ties with their customers. A further 27% Tweeted at telco brands to extend, alter or sign a contract with them(2).

    Speed, friendliness and personalisation

    What users really want from a customer service interaction on Twitter is their problem solved. And the great thing is that Twitter is very good at making this happen. As many as 83% of those who used Twitter for customer service said their issue was addressed and fixed(3).

    Twitter is about what’s happening now. That means when it comes to customer service, users expect brands to respond quickly. Our research found that 24% of users ranked speed as the most important attribute for customer service on Twitter, while a quarter agreed that it’s important(4).

    We found that 71% of Twitter users expect a brand to respond to their query within an hour of Tweeting. For many companies that is not proving an issue. Our study showed that 63% of users who Tweeted a brand about customer service had a response within an hour. In fact, over a third of them had a response within 30 mins(5).

    Overall, 80% of those who used Twitter for customer service were responded to, and in fact 80% were satisfied with the customer experience on Twitter(6).

    Other important factors cited by users were when it comes to customer service on Twitter are friendliness and personalisation. When brands build this into their Twitter customer service, the results are often positive.

    Why customer service on Twitter is so important for brands

    How brands perform on Twitter impacts how users feel about them. Two thirds of users say their opinion of a brand would be improved if that brand responded to a Tweet(7).

    For brands, the dividends of delivering great customer service on Twitter can be really valuable. It drives and builds customer loyalty. Our study found that 96% of users who turned to Twitter for customer service and had a friendly experience with a brand would buy from that brand again.

    Equally important, an impressive 83% of them would recommend that brand to others. We see a similar impact when it comes to personalisation too.

    Those figures show how great customer service can contribute to the bottom line. This is borne out by a recent study we conducted in the US, which found that customers were willing to pay nearly $20 more to travel with an airline that had responded to their Tweet in under six minutes. When they got a response over 67 minutes after their Tweet, they would only pay $2 more to fly with that airline(8).

    Customer Service on Twitter and the impact on brands


  • 15 Sep 2017 10:57 AM | Kathy Doering (Administrator)

    Case Study: 

    Hot Toys for the 2017 Holiday 

    Objective: Determine what toys are being talked about the most in social media for the upcoming holiday season. 

    1. Set up the topic: How you set the topic up is very important and will determine the amount of time you will be devoting to harvesting the data. Every monitoring software platform is a little different. If possible, run the topic through multiple platforms and use different keyword variations. 

    2. Set a start date & end date: running a topic over time is ideal because you won't miss anything as the software gathers the data day in and day out. You may be able to identify significant trends that change over the course of the study.

    3. Organize the data: The software intelligence has the ability to begin this work for you and it tends to be 70%-80% accurate (Digital-MR). Tone, sarcasm, and colloquialisms all play an important role. The data is coming in from all sources as well, from Tweets to blog posts. Word Cloud top themes is a great place to start.



    4. Interpreting  the data: How should the data be quantified? Should an influencer's opinion carry more weight than the average person? For our study, a power house retailer dominated the online discussion by publishing results from a research study using children as participants. In many ways they set the tone for what is being discussed at this point of the study (September).  Will that continue a month from now? 

    5. Action the data: The data has been gathered, harvested and interpretation. Next it needs to be measured against the objective of the study. Consider how this data ties into other data streams within the company. Social Media data and brand perception is changing all the time. For best results this should not be used as a one time study. Incorporating social media research into your other methods is advised for optimal results. 


  • 13 Sep 2017 10:06 AM | Kathy Doering (Administrator)

    Social media easy as 1-2-3

     By: Marianne Hynd, VP of Ann Michaels & Associates, Ltd. 

    Customer feedback programs can be an incredibly useful tool to help businesses maintain a strong customer experience. But, if it’s not used properly, then you’re not getting the information you need & you may not realize that.

    In the past, gauging the effectiveness of a customer feedback program was more difficult; can you be sure you’re asking the right questions, getting feedback on what’s important to shoppers? It was a lot of trial & error, and looking for trends in open ended responses.

    Now, social media is here, and there are some easy ways to make this more manageable.

    If you are not monitoring social media, and by this I mean social media that is outside of your company run social sites, you probably should as soon as possible.

    Why?

    Well, for starters, you’re missing an entire conversation about your brand, products, and services. But, also important is the fact that there’s an entire segment of uncensored, unstructured feedback that is waiting out there that you can use to your benefit. You can take this data as use it as another piece of the customer feedback program and you can also use it to gauge the success of your traditional feedback survey. Are you asking the right questions? Are the scores you receive relevant and reflective of general customer satisfaction across the board? These are all questions that can be answered.
    Below are three tips on how to use social media data to your advantage as it relates to your feedback program:

    Use social media as a supplementary feedback channel. The more data you can get, the better. Using social media conversations is inexpensive and provides a wide range of feedback. What’s great about it is the fact that it’s people talking to other people rather than responding to a feedback survey. Why is this great? Simply put, people tend to be more open with their thoughts when talking with friends vs directly to the company. Additionally, if people are responding to a feedback survey, they are focused on providing feedback specific to the questions you’re asking. In social media, it’s more of a free range of thought, so you’re likely to get feedback about aspects of the experience that are not captured on a feedback survey.

    You can monitor social media in a few different ways; one is to make use of the monitoring features in your marketing platform. These days, most have an incoming monitoring component. Another option is to make use of a social media management service – this is a more high level approach, but one that can give you deeper content collection along with a variety of analytical reports to make sense of the conversations that are happening online.

     

    Compare unstructured feedback sentiment to your current program. Sentiment can be tricky in social media, as most programs are still using a basic sentiment analysis. As more and more turn to natural language processing, sentiment values will be more accurate. However, even with a basic sentiment analysis, manual analysis can be done. This is a benefit of using a social media management service – sentiment is manually set to ensure that the results are accurate.

    Take a look at your positive/neutral/negative ratio of comments in social media and compare to your feedback program results. Are they similar? If not, you may want to look at what you’re asking for feedback about. If, for example, your feedback scores are high/positive while social media shows more negative commentary, take a look at why that may be happening – are you not asking the right questions (ie social conversations show dissatisfaction with a particular aspect of your ordering process yet you don’t ask questions on your feedback survey about this), or are results of your feedback program not as accurate based on who you’re sending the survey to? Or, are people being incentivized a certain way, maybe for providing good feedback, so what they’re providing in terms of feedback is more positive than it might be if they were not incentivized? If the results vary between feedback and social media, some reflection may be needed.

     

    Find out if you’re asking the right questions & getting the right feedback to be successful. Similar to the point above, use social media data to find out what pains your customers; are they expressing dissatisfaction in an area that you’re not asking about in a feedback survey?

    One example may be a restaurant. In monitoring social media, they may find that customers are saying the wait times in the drive thru are too long, but your feedback survey isn’t asking customers about their wait. This may be a good opportunity to incorporate a relevant question and collect some data from customers at the point of sale to see if there in fact may be a bigger issue at stake.

    By looking for themes within your social monitoring program, you can find out what customers really like (and dislike) and enhance your feedback survey to capture the most relevant data possible.

     

    Both traditional feedback and social media monitoring are valuable channels for customer communication and satisfaction monitoring, and using both to complement each other will not only help your brand grow and strengthen its customer experience, but it will also provide you with ways to really listen to your customers and show that you are invested in them.



  • 12 Sep 2017 2:30 PM | Kathy Doering (Administrator)

    More and more people are looking at social networks to get their news. 

    BY ELISA SHEARER AND JEFFREY GOTTFRIED  Pew Research 

    As of August 2017, two-thirds (67%) of Americans report that they get at least some of their news on social media – with two-in-ten doing so often, social mediaaccording to a new survey from Pew Research Center. This is a modest increase since early 2016, when (during the height of the presidential primaries) 62% of U.S. adults reported getting news from social media. While a small increase overall, this growth is driven by more substantial increases among Americans who are older, less educated, and nonwhite. This study is based on a survey conducted August 8-21, 2017, with 4,971 U.S. adults who are members of Pew Research Center’s nationally representative American Trends Panel.

    Demographics of social media news consumers

    There are some key differences in the demographic makeup of each site’s news users. Instagram and Snapchat news consumers are considerably more likely to be nonwhite and younger. Twitter and LinkedIn have the largest share of college graduates among their news users – 59% of LinkedIn’s news users have college degrees, as do 45% of Twitter’s news users. The news user bases of the two largest sites – Facebook and YouTube – include more older Americans than those of smaller sites such as Instagram and Snapchat.

    social media research Snapchat has by far the youngest group of news users – 82% are ages 18-29. While Facebook and YouTube are still the most popular among this age group for news overall, the makeup of the app’s news audience means that about one-in-five (21%) 18- to 29-year-olds now get news on Snapchat.

    Many social media news consumers still get news from more traditional platforms

    Getting news on social media doesn’t mean that other more traditional pathways to news are ignored. Many social media news users also get news from a variety of other platforms, although there are some differences among the users of the various sites. Twitter news users, for example, are more likely to also often get news via news websites and apps than Facebook or YouTube news users. Facebook news users are more likely to often get news from local TV than those on YouTube, Twitter and Snapchat.

    Read full article here.

  • 6 Sep 2017 12:24 PM | Kathy Doering (Administrator)

    Posted on September 1, 2017 by eChatter

    If you’re scratching your head wondering if this is yet another social site to keep track of, don’t worry, it’s not. Well, not really.

    Finsta is just another way teens and young adults are getting around public social sites. Finsta is simply another name for “fake Instagram.” Basically, this is a second Instagram account people (usually the younger set) will create with a name that’s not easily identifiable where they typically post things that they wouldn’t want Grandma or Aunt Sally to see.

    Is it a bad thing? Not necessarily. Some teens create finsta accounts simply to post things they don’t want their parents to see, or pictures that are not filtered and “at their best” but they hold some humorous value they want to share with a select few, but it may not be risque or “sketchy” posts. In other cases, it can be used for less than desired activities, such as posting racier pictures or sharing risky behavior, or, even worse, being used to harass someone online.

    To get a better sense of understanding why some choose to “finsta”, you may want to read this insightful article written by a teen that talks about why they choose to create finsta accounts.

    How do you know if your teen has a finsta? There may be a few ways to find out:

    • Take a look at their followers: often times teens will follow their finsta account and won’t be as creative as they think they are with a user name for the fake account. One example would be a girl named Julia Luckett creating a finsta user name of JulieInABucket. Other times they will use a picture of themselves as the profile picture on their fake account.
    • If they’re a younger teen, take a look at their Instagram account on their phone. Most times, since Instagram allows multiple accounts to be created, the teen will simply create a second account under the same email and/or mobile number. In this case, if you look at their user name at the top of the page, you’ll see an arrow next to it – that can be used to see if there are multiple accounts created. If your teen is more savvy, they may create a second account with a “throwaway” Gmail account that you may or may not be aware of. In this case, it may be more difficult to ascertain their finsta account.

     

    • If you use a regular social monitoring service, be sure to include all known email addresses and phone numbers. Don’t forget to include old email addresses, school email addresses, land lines, and all cell phone numbers (even old ones). Providing this information when using a social media monitoring service will be helpful in identifying all social accounts for your teens.

    Not only does social media change constantly, but so do the way teens use it (and find workarounds in using it in different ways). It can be challenging to keep up with, but worth it in so many ways. While finsta is fairly new, it won’t be long before the next new site or way to use a site pops up. When it does, we’ll be here to tell you about it.

    Visit www.e-chatter.net to monitor you or your child's online presence in social media and on the web. 


  • 24 Aug 2017 2:46 PM | Kathy Doering (Administrator)

    Michalis A. Michael 

    Images are t





    By: Michalis A. Michael, CEO at DigitalMR Ltd,  

    “A picture is worth a thousand words” is an old adage that holds true today just as it did in 1911 when it was coined. Perhaps even more so today as according to Twitter: 77% of all tweets about soft drinks do not include any textual reference to this subject; an image makes whatever point the author wants to make instead.

    There are over 1,000 social media monitoring tools out there which use text analytics to analyse social media posts; if the soft drink statistic above is true for all products, then these tools are failing their users - the marketing professionals.

    DigitalMR was lucky enough to be the recipient of a grant from Innovate UK that allowed some of its team members to focus on R&D for 16 months and produce a solution - "DEEPTHEME" - to this obvious gap in the market of social media listening and analytics; a neural network with tens of layers that takes pixels as input and produces a caption in the form of a proper sentence, essentially describing what an image is about. I will be a pompous "a.." and say that object recognition (e.g. a brand logo) is fairly easy compared to the degree of difficulty of using "Deep Learning" (=neural networks with more than 4 layers) to produce a sentence that makes sense with pixels as the only input; this is the type of AI that brings us closer to Strong AI (Strong AI's goal is to develop artificial intelligence to the point where the machine's intellectual capability is functionally equal to a human's. Berkeley.edu)

    I will outline the most common market research use case in some detail using a hypothetical scenario:

    • we harvested 20 million posts about a product category from the past 12 months in Mandarin in order to carry out sentiment and semantic analysis and enhance a brand health tracking survey that a blue chip multinational runs in China. The monthly tracker includes 1000 survey responses every month.
    • in the 20 million posts from multiple social media and other public websites including reviews on e-commerce sites, there are about 10 million images.
    • a regular text analytics tool would only be able to analyse the text in the posts - assuming it can analyse Mandarin in the first place - and would deliver a report in the form of a dashboard with a questionable accuracy (not many marketers think to ask the question: what is your tool's sentiment and semantic accuracy? They end up with less than 50% accuracy)
    • in the 10 million posts with text they discover that the discussion drivers are price and customer service complaints. Had they been able to analyse the 10 million images as well they would discover that product users like to show off the product while they are having fun with friends, on vacation and generally during their social time.
    • Thankfully DEEPTHEME produced the Magic Captioner (magicaptioner.com) which turns the images to full sentences about the occasion of product usage. These sentences can be analysed for topics, sub-topics and attributes of conversations like any other post with text. The probability to discover valuable customer insights is now at least double, if not more. It is still a young A.I. - only 3 months old - and it appreciates any education you can provide as it trains itself based on your feedback. Try it out with your phone camera.

    If a picture is worth a thousand words then 10 million of them are worth one billion!! DEEPTHEME and Magic Captioner only caption a picture with 10-20 words but then again genius is in simplifying concepts, boiling them down to the essence. If you don't believe me here are some references for you, feel free to reach out to them, see if they agree....

    "Hearing something a hundred times isn't better than seeing it once" Confucius
    "One showing is worth a hundred sayings" Watt
    "Use a picture. It's worth a thousand words." 1911 Flanders
    "One Look Is Worth A Thousand Words" 1913 Piqua Ohio and 1921 Barnard


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