The Social Contact Centre

to a social networking way of working through the eyes of a Contact Centre manager

The gulf between personal and business


There’s a big difference between personal and business Social Media. Its much harder to tweet meaningfully about your business and to post updates that are interesting. Personal social media can be personal whereas business social media is fettered by brand and confidentiality. The network you build is also more challenging – I still value local Twitter followers more on my personal Twitter account but it doesn’t really matter who your community consists of – there is no objective. With business social networking, whether you like it or not, the raison d’etre of having a social presence is to do business one way or another. In my opinion it is very difficult to use Twitter as a business with a business @name – far better to use Twitter clearly as an individual and declare who you work for.

One way to look at it is to reverse engineer the process – who do you really want to communicate with and what are you going to use social media for? For a retail shop it may be that all that really matters is to communicate with geographically local people, press and influencers. For an online business it doesn’t necessarily matter where people are but influence and press may be more industry-based.

The “what are you going to use social media for” is more important. Realistically the main role of social media tools for business is PR, brand, and possibly customer service. Its not a sales channel. I believe you need to launch with the emphasis on PR and brand awareness and only tackle customer service when you understand your social footprint better. Brand awareness sets the tone of all communications (original content and retweets) but PR is about identifying the journalists, publications, bloggers, and competitors you want to influence and make these targets for follow backs and friends. This is where use of lists, groups, and hashtags come into their own.

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Written by greencontact

April 5, 2012 at 11:57 am

Posted in Opinion

Tagged with , ,

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