Overcoming strategic and organizational challenges associated with social media
Published: 03 Feb 2010
By Ritesh Gupta.
The full impact of social media has to support the brand’s strategy, as does every marketing effort.
Word of mouth advertising can be a huge benefit or detrimental to a brand, and social media is literally word of mouth on steroids.
Despite its worth, marketers still feel there are numerous challenges associated with social media.
The biggest challenge, according to Flo Lugli, EVP - Marketing, Wyndham Worldwide, is that most (large) companies are not comfortable with it, “because it’s difficult to get your arms around”.
Lugli says most companies are used to tying every aspect of business to an ROI, and currently there are no meaningful financial metrics with social media efforts and that is one of the major challenges with this medium.
From an airline’s perspective, Virgin America’s Vice-President Marketing, Porter Gale, says the major challenge of social media is the “real time, 24/7” nature of the medium.
“In addition, posts and messages can amplify and go viral very quickly. As a result, companies need to dedicate resources to monitor the space, to develop content and to consider the long-term strategies needed in maintain presence in a rapidly evolving space,” added Gale.
It is clear that there will always be challenges in integrating emerging customer channels into more established ones.
However, as NileGuide’s CEO Josh Steinitz says, ‘the proof is ultimately in the pudding---as social media starts to drive meaningful traffic and revenue for brands, business needs will trump organizational inertia or resistance.’
Organizational challenges
Brands come across as more human in social spaces and consequently they can be more fallible, too, so it’s vital that everyone within the organization knows the guidelines.
The perceived risk is still high, but it’s an illusion of sorts. People are talking about your brand all over the web. If you don’t have visibility over those conversations, and aren’t prepared to weight in and assist where it’s appropriate, you’ve no control over argument or perception. If you can host a conversation, add value to an existing conversation, help someone in need or simply understand what people are talking about and why, you’re already a step ahead. The gesture of participation itself carries weight.
But all this isn’t that easy. For instance, airlines have had bitter experiences especially with their employees, too, voicing their opinions.
Companies are increasingly looking at developing their resources in order to take initiatives related to social media marketing. Virgin Atlantic Airways is one such airline, which has been quite pro-active in this arena. The airline has a cross-functional Social Spaces Forum group. It comprises personnel from e-Commerce, PR, customer relations, product and service, marketing etc. The team works closely to understand the social marketplace, shape the direction for activity in social spaces and develop a framework for the business in this area.
On how companies can be clear on a framework for engagement in social spaces, Gale says the airline has a cross-functional social media team that consists of Corporate Communications and Marketing teammates.
“We have one primary point of contact reviewing all posts, but we take into consideration viewpoints and input from a variety of departments before answering some posts. For example, if a guest tweeted about a delay we may ask our Operations Team for additional information before responding,” explained Gale. “We have also advised teammates that if they post comments in social media environments they should identify themselves as Virgin America employees.”
Steinitz mentioned that if companies generally adhere to the principles of transparency, objectivity, and authenticity, then they will build trust with their customers.
“This trust is a powerful countervailing force to any negative communications that may come out, and gives companies the best platform for addressing concerns in that broader context,” added Steinitz.
In a recent interview with EyeforTravel, Wyndham’s Lugli mentioned that there needs to be dedicated resources within a company, at least partially, to social media. There are tools that can be used to help an individual stay on top of these – and keep the marketing team informed. However those with existing skill sets in marketing and customer service need to understand the implications of social media – similarly to the way they are familiar with other mediums affecting their business and their customers.
The key is to understand how social media can compliment your existing methods and activities.
Flo Lugli,EVP Marketing, Wyndham Worldwide, Porter Gale, VP Marketing, Virgin America and Josh Steinitz, CEO, NileGuide are scheduled to speak at the forthcoming Social Media Strategies for Travel USA 2010 Conference. The two-day conference will take place in San Francisco (March 24-25).
For more information, click here: Social Media Strategies for Travel USA 2010 Conference
Or contact:
Gina Baillie
VP Global Marketing & Events
EyeforTravel
UK: +44 (0)207 375 7197
gina@eyefortravel.com
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