Comments on: Social Media: Customer Service or Marketing?

By: Chris Nelson

Chris Nelson — Wed, 11 Nov 2009 06:29:09 +0000

Excellent conversation, both within the post and extended by the comments. Very useful for those of us working with clients who feel pressure to dive into SM, but don’t really understand why or to what benefit.

And Shannon, I will often quote this line from you: “It’s a lot more like raising a toddler than baking a cake.” As a toddler raiser and cake eater, I say you couldn’t be more spot on.

Chris

By: John Moore

John Moore — Fri, 06 Nov 2009 20:45:46 +0000

Really good post and I mostly agree with Frank. As I have written on several occasions Customer Service and Marketing must lead your social media efforts but everyone in the company plays a part... If you're interested, check out a recent post on this topic.. The conversatoin is taking place everywhere and the good news is, I feel, we're all reaching the same basic conclusions. John

By: ComcastCares

ComcastCares — Fri, 06 Nov 2009 17:08:41 +0000

I agree with all the comments, especially Steve’s. Zappos is the perfect example and represents the ideal scenario. Teach all your employees how to use the space and encourage them to be there. I do believe there needs to be an area that can coordinate items that an employee can not handle. So if they are in discussion with someone and there is a Customer Service concern, they can send to a central area that can see if gets to the right department for assistance. Same if the person they are talking with as a HR issue or anything else that may be outside their scope. I hope this makes sense (have not had as much coffee as I did when Jessica emailed me yesterday).

Frank

By: Steve Baskin

Steve Baskin — Fri, 06 Nov 2009 14:43:01 +0000

To back up just a step. Social media is a tool, not a corporate responsibility. There’s no reason the tool can’t be adopted by any corporate department if used properly and respectfully — customer service, brand development, sponsorships, HR, internal comm, marketing or sales.

By: Jessica

Jessica — Fri, 06 Nov 2009 03:05:19 +0000

Scott, I also agree it’s a much different platform for small business than it is for large corporations. So what Shannon said I totally back: social media should be about customization NOT mechanization.

By: Liana

Liana — Fri, 06 Nov 2009 02:02:38 +0000

GREAT GREAT GREAT. Great post Jessica, Great POV Frank and Great POV Shannon. As with any type of engagement, SM needs to be customized to fit the need. For some orgs it’s Customer Service, others a great Marketing tool and still others an amalgamation of both. Orgs need to adopt it as it FITS their needs and not go blindly into the fray. As Shannon said, there’s no real recipie. Just guidelines that hopefully work for you.

By: Mona Nomura

Mona Nomura — Fri, 06 Nov 2009 01:45:14 +0000

Shannon – I love your mind. I’ll respond via blog post!

By: Mona Nomura

Mona Nomura — Fri, 06 Nov 2009 01:44:55 +0000

Scott – that’s why it’d make it easier to “silo” (I say bucket) Social Media into “Customer Service”, where retention/satisfaction #s are more “important” than conversion / metrics

By: Shannon Paul

Shannon Paul — Fri, 06 Nov 2009 01:39:11 +0000

What I mean to say is that social media should be about customization NOT mechanization. It’s a lot more like raising a toddler than baking a cake. At least for now… that could all change

By: Shannon Paul

Shannon Paul — Fri, 06 Nov 2009 01:38:36 +0000

What I mean to say is that social media should be about customization NOT mechanization.