Writing the Social Media Playbook

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Customer Engagement
Customer Experience
With the news this week that the <a href="http://www.dmnews.com/direct-marketing-job-picture-worsens-since-last-year-survey/article/177461/?DCMP=EMC-DMN_iMktingNewsDaily">direct marketing job market is worsening </a>(indicative of the state of the industry), it's no wonder that companies are turning to new channels to engage with customers.

With the news this week that the direct marketing job market is worsening (indicative of the state of the overall industry), it's no wonder that companies are turning to new channels to engage with customers.This week, 1to1 Media's Ginger Conlon offered a glimpse into the social media strategies of a handful of companies when she blogged about some examples. Western Union, for example, took initial steps by first understanding who owns social media within the company, strategized about how to retain the voice of the company in social media channels, identified the resources needed to engage the customers, and developed social employee and customer policies and guidelines.

From that snapshot, it appears as though Western Union has implemented the four most critical components for achieving social media success. What additional factors do you believe are critical to the success of an organization's social media strategy?

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EXPERT OPINION