The document discusses managing feedback in social media. It provides an overview of why companies need to engage in social media and how not to do it. It then gives a brief history of social media and discusses how it has impacted consumer behavior. Specifically, it notes that 70% of consumers consult review sites before purchases and over 50% use the internet in decision making. The document outlines steps companies can take to understand social media feedback and develop strategies. It provides an example of a small business that suffered when its ratings dropped on review sites. Finally, it discusses how the business landscape is changing and skills needed like data analysis and social media experts.

1. Managing Feedback in Social Media
Presented by
Vince Carr
Mktg 7546
Feb 14, 2012

2. Managing Feedback in Social Media
Overview
• Any company that strives to be successful must engage in
social media.
• Is setting up a Twitter, Facebook Page enough?
• What other steps might a business need to consider before
using social media
• How not to do it
• The Impact of business landscape, and how to be viable in the
future.

3. Managing Feedback in Social Media
Brief History
• Social Media has been around for over 30 years
• 1971 – First email was sent.
• 1978 – First browsers were created.
• 1994 – First social networking site created Geosites.
• 1997 – AOL – Instant Messaging
• 2002 – Friendster – online connection of real-world friends.
• 2003 – MySpace
• 2004 – Facebook is launched
• 2006 – Twitter is launched

4. Managing Feedback in Social Media
Impacts Occurring Due to Trend
• Some statistics on how social media impacts people’s
thinking:
• 70% of consumers consult review sites before a purchase.
• Traffic at top review sites has grown 158% in the last year.
• 51% of consumers use the internet as part of the decision
making process
• 34% of consumers have used social media to air their
feelings on a product.
• 26% express satisfaction while 23% expressed dissatisfaction.

5. Managing Feedback in Social Media
What Can be Done?
• Making Sense of Social Media by Erik Linask
• Phase One
• Three primary preliminary steps
• Need to know what is being said about the company
• Determine current perception of the company
• Building “awareness” of the company based on what is already
taking place.
• Phase Two
• Take information derived from phase I
• Use this information to make preliminary strategy
• Develop an action plan on how to handle feedback that is both
negative and positive as well as internal and external

6. Managing Feedback in Social Media
Interviewee
• Ron Pijut, owner of
• Pikes Peak Paradise in CO
• Five Bedroom B&B
• Small Business Owner since January 2007
• Has business website and Facebook page
• Linked to Travel Websites, such as TripAdvisor.Com
• Maintained “4-Star” rating until recently, dropped to
“2-Star”
• Difficult to Repair “4-Star Status
• Had no social media strategy

7. Managing Feedback in Social Media
How Business Landscape Impacts Trend
• Business and Social Media will become more involved
• Social Media will continue to change the way people buy
products and do business
• Businesses need to have a strategy in place to deals with the
merging of social media.
• Companies can grow with the ever changing environment.

8. Managing Feedback in Social Media
Consumer Segments Impacted
• All segments of consumers are
impacted
• Based on demographics, some
segments are more savvy than others.
• Consumers will use social media to
express their opinions of brands and
businesses
• Companies will use social media to
put the message out they want their
customers to hear.

9. Managing Feedback in Social Media
Potential Future Changes
• Data is gold
• Business need to pull collect data on various postings
• May need to purchase existing software to data mine for gold
• This data can be used to trend and research what consumers
are really saying
• Companies can adjust their social media strategy based on this
data

10. Managing Feedback in Social Media
What’s Needed to Maintain Advantage
• Business need to choose savvy
employees to manage the social
media.
• Having experts will be critical
• Having a set business strategy on
how to handle social media
• Being proactive versus reactive to
social media feedback is a must.

11. Managing Feedback in Social Media
Thank you!!!
I am now ready for you
questions!