With the growth of social media channels, consumers’ ability to broadcast their experiences with products and services can affect perceptions of even the world’s largest brands.
As the volume of social reviews increases, so does the complexity of managing all that feedback. Companies appear to be incorporating social channels into their marketing efforts and developing brand-level listening tools, but the increasing volume of feedback exposes their inability to effectively respond and measure impact.
To tame some of the social review chaos, organizations need to focus on three key areas: prioritizing the right channels, engaging the frontline, and leveraging relevant tools. In tandem, these three components constitute a strategic approach to customer interactions via social media.