Social media is no longer an option it has become more of a necessity. Our recent article on social media pointed out the questions that should be asked before organizations take the plunge into the world of social media. Having looked at that, let us delve deeper to find the answers to some of these questions.

Isn't it a big challenge to handle so much of information?

It is indeed a challenge. But therein lies the opportunity. There is an enormous amount of data that comes out of the social media interactions across various platforms. These scattered pieces when put together can give a unified piece of information. Enterprises will thus have to focus on bringing out a unified social media strategy that combines the results of its social media activities and gives a unified view. This strategy should be such that it aligns with the overall marketing strategy of the enterprise.

The customer landscape is evolving. The young set of customers want to be served in a less interruptive manner and most of the times they try to look for solutions on their own. This means higher chances of customers turning to websites to resolve queries. An interactive website that can identify common problem areas and reach out quickly to its customers can do a lot. Its not only about improving customer service but also building brand loyalty over a long term.

How can enterprises make sense of social media in a tough economic scenario?

The cost pressures are fairly visible on enterprises, resources are limited, and financial performance is more under the scanner. Incorporating social media might be a tough task as it requires additional resources, but the results can also bring in improvements in the overall performance of an enterprise. Andrew Kokes, Vice President, Global Product Management, Sitel, says that there is a direct correlation between social media customer engagement and the financial performance of a company.