Social Media Implications for Stakeholders – illustrative example
Benefits Challenges Next Steps
• Customer ratings and • Requires initial social • Engage! Start at comfort
feedback on products engagement to access full level and expand
The • User-centric support info product/support info engagement from there
Customer (i.e., FAQs, discussion posts) • Entails trust in wisdom of • Use social media experience
• A voice for one’s experience the crowd from other environments
• Platform to connect with • Identify channels of choice
and engage customers • Requires a conversation – no by customer segment
Sales & • Direct customer feedback on
longer one-directional
• Listen to current/target
Marketing products, experience • Forces highest level of customers conversations
credibility in campaigns
• Rich segmentation ability • Follow corporate policies
• Increased quality in • Demands higher competency • Listen to the customer
customer engagement across levels in support personnel conversations across
Customer support channels external platforms
• Forces metric driven
Support • Database of user-centric improvements due to • Begin the conversation
data to mine for training increased transparency • Follow corporate policies
• Direct access to customer • Presents an undefined, semi- • Establish social media
conversations and feedback regulated environment corporate communication
Legal policies
• Platform for improving and • Entails an increase in
Department expanding on legal outbound communication • Learn from other social
communications channels media related legal actions
This illustrative example was first presented in the DC Insights Blog, http://dcinsight.typepad.com/dcinsights/,
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