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This is also in the context of bringing more relevant information to customers across all of these social media channels, and always living by the axiom of getting what you give (Bernoff, Schadler, 2010).
Social media channels need to be orchestrated as any other multichannel strategy, with the leading companies globally today realizing that each of their customer bases relies on different social media channels for different needs (Bernoff, Schadler, 2010). Taking this approach to seeking out information and insight on customers will not only speed the sales and buying cycles, it will also set the foundation for strong trust to be created with prospects and customers both (Woodcock, Green, Starkey, 2011). Imagine in Untied Airlines had taken this enlighten view and gone into a full service recovery strategy with the CEO not only replacing the guitar but sponsoring the band's tour and giving each a lifetime pass on United globally? That would have been revolutionary and shaken off the stodgy, button-downed, boring and just snobby reputation United has today. They are despised by many of their best customers, just watch the Twitter feeds of Ray Wang or Paul Greenberg, two road warriors in the enterprise software space. Yet what is so powerful is the lesson United taught every company. Imagine what would have happened if United had gone into a very aggressive service recovery strategy and delivered far above what anyone believed? To call it a social media win would be an understatement.
This is the fundamental point that so many old school CEOs are missing about social media. it's not a bullhorn, it's a telephone. You can listen and create amazingly strong relationships...
it's an extremely exciting time to be on consumer marketing and look at this dynamic because for the first time true marketing can happen; real customers can be connected with and relationships created. And that is what excellent marketing is, enriching customers and getting them to their goals.
Conclusion
Social media is the cure for the many companies who have lost touch with their customers. No longer does a company have to sit by and not engage with customers, the breadth and depth of information is so rich, companies are foolish to not engage and learn as much as they possibly can. The future of marketing is social media and Social CRM systems arte the catalyst and fuel of a new marketing revolution (Woodcock, Green, Starkey, 2011)
References
Ang, L. (2011). Is SCRM really a good social media strategy? Journal of Database Marketing & Customer Strategy Management, 18(3), 149-153.
Bernoff, J., & Schadler, T. (2010, Empowered. Harvard Business Review, 88(7), n/a-n/a.
Carolyn, H.B., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, 39(5), 30-37.
Greenberg, P. (2010). The impact of CRM 2.0 on customer insight. The Journal of Business & Industrial Marketing, 25(6), 410-419.
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