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The Benefits of Social Relationship Management
How Relationship Management Helps

September 2014
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Digital Minds

The Benefits of Social Relationship Management
There’s No “I” In Team


A few years ago, you might have heard people say “social media is useless” or “Twitter and Facebook are just fads” and then casually go about their days. These individuals may have even been marketers or high-ranking members of big companies. Oh, don’t worry; we’re not on a witch-hunt or anything. We aren’t looking for the names of the poor souls who have been ignoring social media while it has changed they way we, as a society, conduct our business. They’ve punished themselves enough.

The truth is, companies and beleaguered marketers tried to ignore social media because it was new and confusing; they didn’t know how to use it for business and it seemed difficult to figure out, so they secretly hoped it’d go away. Instead, social media grew and prospered. There have been millions of dollars spent on social ads, IPOs launched, and hundreds of incredible social media campaigns to prove that social media is here to stay. Except it’s a much different beast than it was even a few years ago.

These days, brands and business are expected to have vibrant social media presences on all the major platforms. Not only that, but they’re expected to engage with customers in real time. That’s a bit of exaggeration for effect, but still, studies show that 1 in 4 Facebook and Twitter users believes companies should reply to their complaints on social media within one hour. The majority of the time when a customer’s expectations aren’t met, a sale does not follow.

Seriously, an hour? That’s not much time, especially when you’re trying to, I don’t know, do your job or run your business!

Even the score with social relationship management
We understand. Social media is tough, time consuming and just plain difficult to manage, especially across multiple platforms. Enter social relationship management. The concepts, tools and strategies of social relationship management enable you to more effectively manage your social media presences. For marketing departments (and even small businesses willing to outsource and collaborate), social media relationship management empowers you to manage your social relationships within a team. By sharing the load, your team will be able to engage more often, respond to inquires and complaints in less time, and have more fun with social media. Without sacrificing your brand’s identity or automating tasks that depend on real human emotion, social media will immediately become an easier and more efficient marketing channel.

How Relationship Management Helps
Enhance Your Social Presence

Social relationship management can be game changing for you and your company. But don’t just take our word for it; understanding how and why digitally managing your relationships can boost your business is key to achieving success. Here’s what you can accomplish with social relationship management:

  • Take Better Care Of Your Customers: by having all eyes on your social media presence, your team will be more in-tune with the needs (and complaints) of your customers. Listening to your followers on social media also yields valuable insights, and responding to issues in a timely manner will go a long way to meeting customers’ heightened expectations of your digital presence. The better you can make your customer experience, the more likely your customers are to give (and bring) you further business.
  • Improve Your Productivity: the nature of collaboration breeds increased productivity and creativity. By cooperatively managing your social media presences, your team will make different insights based on their personal perspectives, which will foster more creative ideas for future campaigns. Having everybody involved will also hold team members accountable for their social media marketing efforts and improve the team’s collective knowledge.
  • Build Stronger Brand Loyalty: a strengthened social media presence across a wide range of platforms means more value for your customers and followers. When your audience realizes you are making a concerted effort to increase the value and information you bring them, they will develop stronger bonds with your brand. This is the path to creating a hoard of brand advocates who spread the word about the credibility and value of your products or services.

We’ve only covered the basic principles of implementing a social relationship management strategy for your business. For more guidance on social relationship management, get in touch with a local WSI Consultant today!



Social Media Response Rates, Times Dip as User Engagement Explodes

• User engagement, such as messages that required a response or attention, was growing 9 times as fast as Twitter and Facebook combined
• September 2013 polling by Adobe found that nearly three-quarters of US marketers thought customer response management on digital channels was important
• 6% of survey respondents said customer response management would be one of the most important digital marketing areas in the next 3 years

To read the entire eMarketer article, click here.




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Get further insights from WSI experts

Question: What would the process look like if I were to use a social relationship management tool with my team or an outsourced collaborator?

Answer: Good question, because this is something that’s difficult to imagine but very easy in practice.

To simplify things, try to think about ‘social relationship management’ as nothing more than a coordinated approach to using social media. Social relationship management tools allow you (or somebody on your behalf) to manage your various social media accounts from one central place. If you’re a marketing manager, a social relationship client enables you to oversee and assign responsibilities to your team members, and assess the quality of their work (from the same tool they are using). If you’re a small business owner outsourcing social media work, a social relationship tool is a great collaboration method. You have the ability to approve and edit social media activity before it goes live or even post a few messages on your own if you have the time.

Overall, social relationship management exists to make your life easier by centralizing social media for you and your team.

For more information about immersing your team in social relationship management, contact your local WSI Consultant now.



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