Forrester Outlines Seven Things Your Organization Must Do Because Of Social Media

Forrester analyst Augie Ray posted a list of seven things he recommends organizations do to avoid the recent problems of Nestle and United Airlines. The list makes for interesting reading:

  1. You must be proactive: Nestle knew the palm oil/deforestation issue could blow up, but did nothing about it until it did
  2. You must improve customer support: Poor customer service now has the potential to do widespread damage to your brand. As Ray puts it,  “Marketers must view their customer service organizations as a key component in brand-building efforts”
  3. You must listen: It’s becoming more and more important for organizations to monitor online discussions to avoid escalating issues. There’s no risk – if you’re not listening to online conversations about your brand, you’re neglecting your brand
  4. You must participate: You don’t lose control when you participate in online conversations; you gain the opportunity to be heard. What’s more, it’s easier to address an issue on a central property than in a fragmented environment, which you may have to do if you don’t have a place to engage
  5. You must respond: As Ray writes, “how can you ignore damaging accusations that accumulate within your own Facebook group?  You can’t; inaction breeds frustration, annoyance and distrust”
  6. You must move faster: Responding to an issue in days risks the accusation of moving slowly. Expectations have shifted, and people expect organizations to respond quickly
  7. You must realize every employee is a marketer: Your employees can affect your brand messages just as much as broadcast messages in traditional media

I encourage you to head on over and check out the post in full.

How does your organization shape up? Are you encouraging your clients to move in this direction?

Dave Fleet
EVP Digital at Edelman. Husband and dad of two. Cycling nut; bookworm; videogamer; Britnadian. Opinions are mine, not my employer's.