Do you know what is being said about your brand through Social Media communications using Social Media Tracking tools? It used to true that if you received a bad customer experience from an organisation then you would tell up to six of your friends and family. But that was before the advent of social media. With the dramatic increase in the use of sites such as Facebook and Twitter, the research tells us that bad news can be spread to a network of 600,000 people within one minute! The rules of business have now changed with the control passed from the internal domain of your marketing department over to the power of social communities.
Understand what's being said
Social Media contact centre support can be analysed through the use of mining tools to listen, understand and then act upon what is being said about your organisation across social media communities. Using Attensity 360, a social media mining tool from Attensity Corporation, we can provide you with that insight. As the following video brings to life, it is now possible to identify the volume of positive and negative posts that are being said about your company and its products.
To show how this works in a real life situation, at a recent Social Media workshop that ProtoCall One ran at Call Centre Expo, we investigated Apple – in response to a media story that the bubble might have burst at this iconic brand leader.
The analysis brought to life the effectiveness of Apple’s marketing, in particular a product launch in September 2010 involving Apple CEO Steve Jobs. This caused a huge surge in interest in Apple and a corresponding increase in comments posted.
Not all the feedback was positive however. The influential Macrumours website had run an article about technical specifications for the iPod Touch camera. At the click of the mouse we could then access the article and read about their concerns.
Knowing about these types of comments is one thing, but being able to respond is far more important. So Attensity tools incorporates workflow, allowing the article to be assigned to an individual – so that appropriate action can then be taken.
Even better, we will benchmark your company versus two of your competitors so that you can see how you might be able to exploit their weaknesses to your advantage!
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