As you’ve seen on our blog over the past few weeks, there are many ways a brand can use its conversation map (or its competitors’ conversation maps) to make its social media strategy even more effective. There’s a lot for a community manager or social media manager to learn from them! But the importance of what’s in that conversation map doesn’t stop with social–the content of these maps matters to many other pieces of the organization. As a social media manager, it’s your job to share it with the people who need to know!
Today, here’s our cheat sheet: the 5 people in your company who NEED to see your brand’s conversation map (and why).
1. Customer Service and Support reps
These people are at the front lines of your organization, dealing with customers and fixing issues. If there’s a problem with your product (especially if you’re in the tech sector) or people have complaints about an experience with your company, the first place they tend to go to complain about it is a social media platform (especially Twitter and Facebook, as well as online forums or review sites like Yelp). If a lot of people are having the same problem, you’ll see evidence of it in your brand’s conversation map–definitely something your Customer Service or Support reps need to know! Arm them with the information in real-time so they’re better prepared to address complaints and concerns.
2. Your Boss
Community and social media managers work hard, and often long hours–especially when a big event, marketing promotion, or sudden crisis occurs. Monitoring and responding alone can be tiresome tasks. If you’ve been working your butt off to shape the online conversation about your brand (and keep it from going into a downward spiral if a disaster happens), your boss needs to know! Your brand’s conversation map is a great tool you can use to advocate for yourself: use it to share your success in driving a conversation related to your brand’s positioning, to show how your social media efforts have supported company marketing or branding campaigns, to show the crazy conversations you’re having to deal with (and maybe argue for additional resources on your team, if things are really in crisis mode), and to help your boss make note of how much people love your brand when you’re up for a raise or promotion.
3. Your Chief Product or Chief Innovation Officer
Social media users aren’t shy about asking brands for what they want, and as a social media manager, an important part of your job is to listen and share that feedback with someone in your company who can make those changes or improvements. Your company’s Chief Product Officer or Chief Innovation Officer is a good person for whom you can summarize the requests and share them to improve future versions of your product(s). If there’s a common request people are making about your company or products, that’ll show up in your conversation map (like it did with “delivery” for fast food brands IHOP, McDonald’s, and Taco Bell). The conversation map is an easy, visual way to convey that these requests are taking up a large part of the conversations about your brand that are happening online–it’s so simple to see what people are clamoring for, and what your company should think about doing in the future.
4. Your head of Communications or Public Relations
When crisis strikes for your brand, it’s important to know the extent of the damage as it happens. If your company’s image suddenly becomes tarnished by a crisis or scandal, you community managers won’t be the only ones working late–your Communications or PR department’s employees will be on a round-the-clock schedule, too, until things calm down. Help your head of PR out by sharing your brand’s conversation map shortly after a crisis has struck: is the subject of the crisis, or negative terminology, suddenly appearing in the map? She needs to know about it–and see the scale of the damage that’s being done–to properly decide on the best course of action for her team.
This conversation map for “Paula Deen” shows the extent of her recent PR crisis. The map is covered with words related to the scandal–something Paula’s head of PR needed to know ASAP.
5. Your Director of Marketing
Are your team’s marketing efforts paying off? Is the new ad campaign or promotion you’re all working on generating positive buzz for your brand on social platforms? These are things your Director of Marketing needs to know, and they’re easily visible in your brand’s conversation map. Sure, your marketing director will get numerical reports on how much revenue was generated by a new ad campaign and learn that way whether or not it was effective, but it could be weeks or months before all the data is ready to present. The conversation map for your brand is a real-time way to share the “early read” on how your marketing campaigns are being received socially. Good news or bad, it’s something he will want to know ASAP to determine whether or not things need to be adjusted.
Get the information to these 5 people in your organization
Think beyond social and share your brand’s conversation map with the rest of your company. We’d love to show you yours.
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