Making the most of social media

Social Media is like Marmite. Businesses either love it or just can’t see the point. Even those that are in favour mainly pay lip service with the occasional tweet or blog post, citing time as the main impediment. However, those few businesses which have fully embraced the social media whirl can rest easy. Social media can and does have a positive effect on business.

In his book “The Lovemarks Effect”, Kevin Roberts, CEO of Saatchi & Saatchi has expanded on his Lovemarks theory and proved that by using social media and taking a brand to the next level, not only can you have strong brand loyalty but also higher profits.

Businesses who have managed to take the leap from brand to Lovemark have higher client loyalty, higher levels of customer satisfaction and higher profit margins. The best bit of all is that the recipe for Lovemarks is simple. In essence, create a compelling offer, respect your customers, keep an eye on what they are saying and join in the dialogue. So, use social media to listen and respond and very soon your clients will be using social media to spread the word on your behalf.

Of course, starting a dialogue via social medial is a waste of time if your internal processes and systems are not up to scratch. Talking with clients on line is good but your telephone systems have to be geared up to provide a great customer experience when they phone in. Respecting your customers starts with a good robust telephone process.

Thankfully, the availability of virtual switchboards means that even smaller businesses can now afford top line answering systems. With a virtual switchboard programmed to respond to callers’ telephone numbers, area codes or to recognise key voice phrases, your clients will swiftly be transferred to the right member of your team. Using automatic divert, chase the sun or linking in with an answer phone service, your clients should never be left on the end of an endlessly ringing telephone or be passed from pillar to post without finding anyone to talk to.

With your employees recognising that clients are to be respected, combined with a virtual switchboard, you will soon build up a reputation as a caring company. Fans will post positive messages in social media forums which will further your reputation and before you know it you will be well on your way to turning your brand into a Lovemark.