Social Media & the Customer/ Free Tools vs. Enterprise Tools (Essay Sample)

Instructions:

Description
Discussion 1
________________________________________
Social Media & the Customer
How are businesses using social media for customer retention, customer service, and customer return?
Explain and provide examples of each.
Discussion 2
________________________________________
Free Tools vs. Enterprise Tools
What are the advantages and disadvantages of free social media measurement tools and enterprise social media measurement tools?
Could a business run a successful social media program using free social media measurement tools?
Why or why not?
Provide case examples.
***PLEASE KEEP EACH DISCUSSION SEPARATE AS IT IS ON THE INSTRUCTIONS. DISCUSSION ONE SHOULD BE ANSWERED AFTERWARDS DICUSSION TWO SEPREATELY.
Required Text
Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization (Que Biz-Tech). Indianapolis, IN: Que Publishing.
• Chapter 10: Listening Before Talking
• Chapter 11: Social Media and Digital Brand Management
• Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and For All
Kelly, N. (2012). How to measure social media: A step-by-step guide to developing and accessing social media ROI (Que Biz-Tech). Indianapolis, IN: Que Publishing.
• Chapter 8: Measuring Strategies for Increasing Revenue
• Chapter 9: Breaking Down the Barriers to Social Media Measurement
Required Text
Blanchard, O. (2011). Social media ROI: Managing and measuring social media efforts in your organization (Que Biz-Tech). Indianapolis, IN: Que Publishing.
• Chapter 12: Real-Time Digital Support: Fixing Customer Service Once and for All
• Chapter 13: Social Media Program Management - Putting it All Together
• Chapter 14: Creating a Measurement Practice for Social Media Programs
Kelly, N. (2012). How to measure social media: A step-by-step guide to developing and accessing social media ROI (Que Biz-Tech). Indianapolis, IN: Que Publishing.
• Chapter 10: Understanding the Dots That Need to be Connected
• Chapter 11: Measurement Tool Review
Required References
Internet Success Hub. (2013, February 11). 24 metrics to measure social media ROI. Retrieved from http://www.youtube.com/watch?v=SsDWeipwsjE
Kaye, L. (2013, September 9). Social marketing: Do you know where customers hang out online? Retrieved from http://contentlead.com/news/social-marketing-do-you-know-where-customers-hang-out-online?utm_source=rss&utm_medium=rss&utm_campaign=social-marketing-do-you-know-where-customers-hang-out-online
Pam. (2013, June 23). 50 ways to energize your social media community & audiences. Retrieved from http://www.pammarketingnut.com/2013/06/50-ways-to-energize-your-social-community-audiences/
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding social media effects across seller, retailer, and consumer interactions. Journal of the Academy of Marketing Science, 1-20.
Recommended References
Kaske, F., Kugler, M., & Smolnik, S. (2012, January). Return on investment in social media--does the hype pay off? Towards an assessment of the profitability of social media in organizations. In System Science (HICSS), 45th Hawaii International Conference (pp. 3898-3907).
Nair, A. & Sidhu, J. (2009). Social media for B2B marketing. B2Bento Whitepaper. Retrieved from http://www.b2bento.com/whitepaper/SocialMediaB2B.pdf
Owyang, J., & Lovett, J. (2010). Social marketing analytics. [Slideshare file]. Retrieved from http://www.slideshare.net/jeremiah_owyang/altimeter-report-social-marketing-analytics
Rishika, R., Kumar, A., Janakiraman, R., & Bezawada, R. (2013). The effect of customers' social media participation on customer visit frequency and profitability: An empirical investigation. Information Systems Research, 24(1), 108-127.

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Content:

Social Media and Customer-Relationship Management
[Name of the Student]
[Name of the Institution]
Social Media and Customer-Relationship Management
Discussion â€“ I
Social Media for Customer Service, Customer Retention, & Customer Return
Presence on Platforms where Brand is Popular
Identifying areas or platforms where resource allocation is essential is the first challenge every brand experience on social media. Business assign their customer service team on platforms that have majority target audience engaged. Most business tend to deploy their customer service teams on Facebook to address concerns and retention purposes (Kaye, 2013). Evidence for customer retention tactic on social media, Samsung Canada sent a personalized phone to a customer after his artwork went viral (Haines, 2015).
Giving Customers an Up-close Brand Experience
Brands such as Google Authorship assisted customers towards time-effectiveness and avoidance of phone menu. The businesses use social media to gather issues and concerns from customers and provide prompt answers. Moreover, brands use to give time to customers so they can think and evaluate their response (Moore, 2013). Precisely, businesses tend to humanize communication rather brand for holding customers strongly (DeMers, 2014).
Transparency in Conversations
Another tactic businesses use for customer retention through social media is accessible and live conversations. Customers need brands to listen when they are unsatisfied with service or product itself. Hence, businesses use social media as a decorum that provides customers an opportunity to raise voice and address them promptly. During the conversation, other customers have an opportunity to read and evaluate entire conversation. Nike assisted a confused customer with his order ID in minimal time, which increased loyalty for long-term (Haines, 2015).
Social Media Campaigns on Facebook
The campaigns on Facebook are very interesting and effective for customer retention. Businesses such as Victoriaâ€™s Secrets tend to acknowledge customersâ€™ visits on Facebook page and provide them discount codes for next visit. With employees, rewarding and motivating customers are equally essential to earn their loyalty towards brands.
Discussion â€“ II
Pros & Cons of Enterprise Social Media Measurement Tools
Enterprise Social Media Measurement (E-SMM) Tools refer to licensed tools and platforms that assist brands for Social Media Monitoring and developing marketing strategies online (Peyton, 2013). The advantages are as follows:
* Determine specific objectives to measure
* Budget allocation
* Competition analysis
* Reach
The drawbacks of E-SMM are
* Costly
* Require specialists for appropriate operations
On contrary, Free Social Media Measurement (F-SMM) Tools are platforms that perform similar function as E-SMM but without practical charges. There are zero requirements of licenses to conduct brand evaluations and generating results for marketing strategy.
The advantages of F-SMM are:
* Applications such as Cyfe and Quintly allow businesses to develop social media targets and contrast them with competitors.
* Can be used by non-specialized person
* Cost-effective
The limitations are:
* Minimal storage capacity
* Options are not wider or accessible that E-SMM
* Provide basic options to users for analysis
In personal opinion, businesses can run a program on social media successfully using F-SMM in following ways:
* Tracking every actions and comments of visitors make them customers. As evidence, Starbucks allow customers to share ideas and t...

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Social Media & the Customer/ Free Tools vs. Enterprise Tools (Essay Sample)

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