Ignorance in the social web

We hope you are all well and that your weeks are going well too!

Yesterday we saw what people are saying about the new Iphone5, the negatives as well as the positives. The mentions found were rather surprising considering Apple does not currently have a Twitter account to deal with any of them.

Enough about Apple now, let’s talk about communication, not only when responding to complaints but in general. How vital do you think it is for a brand to communicate with their customers on the social world?

We personally think that building relationships with your customers will save a lot of time and hassle in the future when a crisis hits. It is sometimes peculiar how a brand has such a good name in the outside world but when you take a look at them online you find out a completely different side to them.

Today we will be looking at how brands engage with their customers on the social web, there will be good and bad ways of how this is done currently.

As it is shown in the image,  there are different types of bad mentions in the social web, the ones which the brand in question replies to and attempts to resolve and the ones that the brand doesn’t reply to because they can’t find it.

There is also a positive outcome in the mention below as the brand responded in a quick and concise manner resulting in the issue no longer being in the public space, a very good example of how brands should carry out their social media.

 What do you think? Do you agree?

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The Importance of Moderators

Last week we took a look at many aspects of Social Media that affect businesses and that also benefit them! But today we will take a deeper look at one of the most important aspects of having a Social Media strategy in place.

Today we will talk about Moderators, you may be familiar with them as without them a brand would be right in the firing line and not be able to get out of it.

So why is a Moderator so important for a brand? All of us may have different views on why they are important so feel free to share yours with us.

But to begin, the online world has offered many new opportunities but also has offered everyone the platform to share their experiences, this may be both bad and good for a brand. Let’s just say, the bigger the brand the more damage it can cause.

Take GiffGaff for example, their moderators are actually their customers, this is an achievement for a company as anyone is more likely to trust a statement from another customer rather than an employee.

Brand moderators are always important when it comes to resolving issues relating to a brand on the social web because as seen in the last year, if these issues are not resolved straight away they remain in the social space giving space for a much bigger crisis.

Below are simply some comments made online that could potentially turn into a crisis as well as some other comments which were resolved straight away leaving behind only peace of mind for the customer.

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Social Media and the DGC

Here in the DGC we often see how organisations struggle to keep up with the ever demanding world of Social Media, we know it first hand as we were once one of those brands taking a first step into the Social Media world.

On a daily basis we look at how various brands are handling their mentions on the social web and how they could improve their approach to the whole aspect of having customers openly speaking about them in the rather open realm of Social Media.

During our analyses we have found good and bad examples of how Social Media is done, a very good example is Samsung, with high engagement levels across all social platforms they provide great customer service as well as quick resolution to small issues.

A bad example is, believe it or not, Apple Inc. They only have one Facebook page with a couple of million likes but not much activity going on. Apple is very popular, yes, but when it comes to the business world, if you’re not able to keep up with your competitors in all scales then eventually there will be damage.

Here is a small analysis of Apple and what people are saying about them on the Social Web as well as a chart (From Mashable.com) demonstrating the top 10 engagers in the social web.

We have looked at mentions only coming from the UK with a date range of 5 months. As shown, there is a significant amount of activity, many negative mentions being sent out by customers which are not resolved as there is no one monitoring the activity taking place.

We have only focused on Twitter for the moment as it is the easiest way for customers to share opinions in this current day and age.

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Do you think Apple can go on much longer without taking their first step into Social Media?

Business without Social Media

After discussing Facebook’s Graph Search yesterday we now ask, would a business be able to carry on without ever using Social Media at all?

Taking all aspects that Social Media can offer to a business our answer is no, no business will be able to carry on without adopting Social Media at some point. While some will survive for a couple more years without engaging with customers on Twitter or Facebook, others will succumb to the ever growing risk of being in the middle of a crisis and not knowing where it started or how to end it.

But let’s speak about the most important sides of Social Media. The Tracking, Monitoring and
Engagement side are a must if a business wants to succeed in the social world.

Twitter being one of the most popular platforms people use to express their opinions, how does a business keep itself updated without tracking these all important mentions? But most importantly, without any monitoring, how does a business even know there are current customers discussing or even complaining about their services in the social web?

These are all important actions that need to be carried out in order to be successful at Social Media and there are prime examples of how businesses fail to respond to their customers, many times.

See below the mentions we have tracked by a specific business, unfortunately these have not been responded to which leads us to believe if a crisis breaks loose this business won’t even know until its already too late.

Having a bad comment about you on the social web happens, but when there are several across different platforms then there is definitely something to worry about.

We used a random brand to conduct this analysis and as shown, there is reason for this brand to dive straight into Social Media and begin the long process of mending what is broken. These are simply some of the comments we came across for there are many more.

What do you think the easiest steps to resolve these issues are? Do you think there is still time?

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Finding your audience

Yesterday we looked at how Facebook is introducing their Facebook Graph Search utility which will take looking for information to a whole new level.

It is still to be determined how the public will react to it when it is finally implemented into their platform.

Let’s say no such tools were ever to be available to both the public and businesses, how does one reach their desired audience without being seen as a nuisance or inconsiderate?

Most organisations rely purely on advertising to get their brand name out there, others rely on word of mouth and only a few rely purely on Social Media so far.

What is the difference between them all? Social Media offers an organisation the chance to get their brand’s name recognised by millions of spectators and what’s the best part? It’s all for free, depending on what social platforms you use of course.

But even then, Social Media has its obstacles when it comes to getting recognised. Your audiences don’t want to hear how you can make their lives better with discounted solar panels or free pizza on a Wednesday, they want to be heard and engaged with.

A brand should always follow the grand rule: community comes first, and then comes business.

Below you can see some examples of what we can do here in the DGC, these little but powerful tools allow us to provide guidance to businesses struggling to keep up with their Social Media requirements.

We used a random Twitter account with a rather big amount of followers to demonstrate some important factors to take into consideration.

What do you think? Is your business looking into these factors to increase their brand exposure?

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Social Media Hastiness

Last week we discussed how Social Media has had an impact on many businesses, to the point of making them shut down due to the loss of customers.

It is great to be able to find what people say about you and then decide what to do about it, and possibly use it to increase productivity but how do you know when you are moving too fast?

Take Facebook for an instance, a complete Social Media platform that offers many tools to aid the user in reaching the right audiences but now a new tool is being introduced which is causing a lot of discussion among users (businesses as well as people).

The Facebook Graph Search, what will this mean for anyone using Facebook? Making many new types of information available to anyone who wants to find it can be an advantage but it can also bring many issues with it.

Take the introduction of Timeline for an example, it all looked so good but the people who use Facebook were not so keen on the new implementation.

Facebook has introduced many new functionalities into their platform, some made the user happy but others didn’t go down so well but they were implemented anyway and as the stats showed last week, it had an impact on their community in the UK, losing 600K users is not a very positive outlook for such a massive business.

We have tracked the mentions surrounding this topic and have seen a massive spike in conversations, we have also determined what the sentiment around it is and by doing that we will be able to state whether it will be a smooth implementation or whether there will be complications along the way. Take a look below.

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With 15% overall negative sentiment across all Social Channels, it is enough to be wary about. Especially when there are people writing things such as Facebook = Divorce and making jokes about the whole tool itself.

As shown in the popularity graph, it is clear how the discussion initiated so quickly once the Facebook made the announcement, now we shall see where this discussion leads to when the time to implement this tool comes.

What are your thoughts on Facebook’s new approach to search engines?

Are #FollowFridays Any Use?

If you have a look at the Twitter Trends on a Friday, the odds are very high that you’ll find a couple of #FF hanging in there.

Indeed, Friday is the day when you can tell the world about your lovely neighbour who plays guitar at the local pub’s open mic, your auntie who knits Barbie doll’s dresses or your little brother’s mate’s cat. Yes, Cats tweet too.

But what impact does a #FF really have on your following. How many new followers will I gain if Rihanna, the Pope or Barack Obama #FF me???

We’ve had a look at last Friday’s stats, and this is what we found:

#FF

In the giant Twitter bazaar, it becomes more and more complicated to find and engage with the voices that matter?

So, are #FF really important, for you, for your Brand? Who do you want to be followed by, and promoted by?

Share our stories with us, and above all, don’t forget to follow and #FF us! @CCADGC

Social Media Analytics

Social Media can be a tricky affair when not used properly, not knowing how stay up to date with the trends and what people are saying about brands, especially when one of those brands are your own.

Here in the DGC we are able to do just that, our expertise and experience allow us to be always in the know. Our highly intelligent tool provides great insights into how businesses are doing and whether they are doing it right.

From simply finding out what people are saying we have moved on to other areas such as Customer Services or Customer Engagement which we believe most businesses still lack in experience and tactics.

So how would a business benefit from our services?

The answer is easy, with our ability to generate detailed reports demonstrating how the brand is referred to in the social web and to find any desired information by building highly accurate queries we are able to provide valuable information on how a brand can change their ways as well as how they can make the most of Social Media to increase their ROI.

Just like we have been providing information on what Comet, Jessops and HMV did wrong, we would do something very similar for other brands. And that is why we can say that Social Media is one of the most valuable assets a business can have and without it, it is like being in the dark not knowing what is going to happen next.

Today we have chosen another brand to analyse, today we picked Tesco, after their unfortunate issue of Horsemeat in their burgers. It is time once again to check whether they are being able to handle the fallout of the eruption created by customers in the social web.

As shown, the amount of conversation taking place on the social web is huge. We specifically searched for any mentions from the general public and excluded any from Tesco themselves and the result was rather shocking.

The number of mentions is going up by the minute and none of these mention are by Tesco which leaves us to believe they have not made any sort of effort to try and contain this issue while there is still time.

Below are some of the results we have generated with their correspondent dates, as shown, when searching for mentions within 14th January and 17th January, there are more results generated than when searching within 1st January and 17th January! A rather worrying fact considering Tesco does not have the best history with resolving complaints on the Social Web.

What are your thoughts on this? Do you think Tesco will get out of this without facing any challenges?

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Social Media Readiness

The world of business is a rather rocky one, yesterday we were all shocked with the news HMV had gone into administration, weeks after Jessops had gone bankrupt as well.

It seems that for businesses that have been around longer it is more difficult to adapt to change, HMV, Jessops and Comet all have been around for more than 50 years.

In these 50 years, much has changed surrounding how people do business and where they do business. The digital age has begun a while ago, some have adapted to it but others are still playing catch up.

Most businesses are already using Social Media for their advantage, however, only some of them actually have given their customers another medium of communication. The error in the other percentage of businesses is to use Social Media purely to advertise their products and services and ignore customer services and complaint handling.

Today we will be comparing the Social Footprint of all these 3 companies that have fallen recently and try and identify any trends that may explain why they have not been able to keep up with their competitors.

As shown, in the same period of time, Jessops had a higher presence within Social Media. The next stage would be to determine whether this is a positive or negative presence which requires analysing all the mentions in much deeper detail.

What can be deducted from these results however is that the presence is there, it isn’t huge when compared to others but it is there. When looking at the popularity graph at the bottom, there is only one spike which relates to Jessops. Unfortunately, this is solely around the news of it going into administration.

This graph answers all the questions we asked in this article. The fact that there aren’t many spikes in the graph means that people weren’t engaging much with the brand and the brand itself wasn’t making that much of an effort to create a community.

What do you think? Do you agree?

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Keeping It Online

The online world has been growing and growing in the last couple of years, mostly in the last 2 years and now it is starting to take a toll on many businesses.

Yesterday we spoke of how Comet failed to adapt to the ever turning wheel of change and how Currys/PCWorld is following the same path, did you agree with our article?

HMV has been the latest victim of the ever growing competition for customers in the online space, with the giant Amazon leading this space. So where has HMV gone wrong?

Being around for roughly 90 years, it has faced a lot of change along its journey. This varied from introduction of computers into business and laws, but one change that could have made a big difference was to create and deploy a Social Media strategy and increase their online presence.

With the Ebays and Amazons being so diverse, a business can’t afford to delay their movement online as catching up with some of the long-time online occupants will always prove to be a great challenge and the sooner it is taken on, the sooner it can be overcome.

We have analysed all mentions on the Social Web in the whole of last year regarding HMV and have found it to be minimal when you compare it to the likes of Amazon. Negative comments were not being resolved or responded to which allowed these to remain in the public space causing further damage behind the scenes.

We have learned that unresolved negative comments made by the public usually result in loss of current customers and it presents an obstacle when it comes to acquiring new customers.

As you can see below, activity isn’t extreme and like we said yesterday, presence sometimes isn’t enough. When you don’t use your online presence to please and help your customers then your presence is worth the same as no presence at all.Image