M. Isi Eromosele

It is imperative that companies practice a more proactive social media strategy. The core of this strategy is for them to reevaluate their overall business strategy and pinpoint the role that social media might play in enabling them to meet their business objectives.

A follow-up would be to create a focused plan that would leverage the power of social media platforms for achieving real business goals.

Social media platforms present a completely new capability for companies to immediately deliver messages to millions of people around the world. These platforms are utilized by over 800 million people globally every day. They are the most instantaneous conduit of information to consumers in formal and informal scenarios, under divergent circumstances.

Social media can be utilized to enable brands to connect with groups of current and potential users, supporters and dissenters as well as identify opposing threats. Social media platforms enable companies to receive prompt positive or negative feedbacks about their brands, the company itself and the entire industry.

They can be used to shape public perceptions and to influence conventional media channels. Crafting compelling messages and practicing transparency are solid foundations for success with social media.

Customer support has always been an expensive proposition for companies worldwide, resulting in diminished profitability. In order to uphold a positive brand image, it is imperative for a company to practice good customer service. It is a key strategy to customer retention as well as forestalling product returns.

Traditionally, conventionally operated customer support has been viewed as cost centers. This cost can be drastically reduced by using social media platforms as conduits to providing customer support to communities of users.

The result is that the company’s customers get the support they need at virtually no cost to the brand and they also feel connected to a large group of fellow consumers who share their tastes in products or services. This creates a win|win situation.

In granting access to millions of consumers globally, social media has exponentially enhanced the ability of companies to conduct invaluable market research by listening to communities of people discuss their reasonable and emotional needs as well as their product and service preferences and experiences.

This is a virtual gold mine of market research for companies. The value of this research information is incalculable to these firms. It helps them in launching new brands, developing new products and effectively target new potential customers.

Additionally, social media enables companies to conduct real time analysis of consumer trends, virtual focus groups and interactive insights, all at a fraction of traditional costs.

The interactive capabilities within social platforms should be leveraged by companies to educate groups of consumers about their brands as well as motivate them to purchase their products. This can be achieved through various means, including discussion forums, "ask us" buttons, streamed video discussions and other media tools.

Social networks present a platform where companies and consumers can share information over long periods of time. By leveraging that time effectively, companies can educate consumers about product and service solutions from the simple to the complex ones.

M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance

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