As enterprises leap into the Web 2.0 world of blogging, commenting, and social networking, just 'being there' won't deliver ROI. You may want a 'Web Evangelist' to systematically harvest the feedback in order to polish your product or service.
...I've seen postings for $50K-$65K annual for a "project manager in charge of brand evangelism". Basically this role is a hybrid of PR and marketing - and different companies have different emphasis on those two roles.
Interesting advice... the ROI seems a bit hard to define, tho. Are there stats on how Comcast's customer service reps on twitter add to the bottomline? I'd think it'd be hard to monitor and quantify Social Media performance...
interesting perspective, Chris. And that's certainly the viewpoint of many companies right now. However, there's no ignoring the power of social networking - so in many cases i htink companies will find they either engage or leave the messaging to irate customers...
Is this can a worms any company in a marginal economy really want to open. It could go terribly wrong in a hurry. If you do a poor job, you've done a disservice to your reputation. If you employ a hired gun, they may come of as scripted and insincere. Getting into a pissing match with disgruntled ex-clients may not endear you to your present clients. Seems like your brand or service should speak for itself without the hype of self promotion.
When Reiter gets incensed over incompetent Verizon FiOS order-taking and support, he broadcasts it via Twitter. Did it do any good? How should your company offer Twitter support? Watch this for all the answers.
Facebook's Graph Search may face some profound challenges and risks, first, because Facebook users haven't been thinking of their posts as product reviews; and second, because Facebook will now have to contend with the social-network equivalent of SEO "gaming" of results.
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