Exceptional Magazine : 2011 Exceptional Magazine
35 Social media --- making it work for you Love it or hate it, there is no doubt social media has broadened our ability to communicate instantly, creating a more direct route to our clients and reshaping the way we do business. Put simply, social media is where people are talking about your brand and your products and it's where the majority of organisations will be investing for their future. So how can you make social media work for your organisation? Social media --- making it work for you Can organisations afford to ignore social media as a component of their business strategy? "Absolutely not," says David Merceron, Executive Director, IT Advisory at Ernst & Young. "Social media is not a cyber trend, it is part of the real world, and organisations can't ignore it any longer. The truth is that if you are not actively managing your business in the social media space then 'the crowd' will." Taking back control Social media should be part of your overall marketing strategy. "Organisations need to take control by driving a proactive approach to their online interaction with customers," says Merceron. "For instance, hosting a discussion forum on your website gives you greater visibility of what your customers are saying about you. This not only drives traffc to your website but more importantly allows you to address their feedback and any issues you were unaware of, demonstrating to your customers that your organisation listens and cares."
2012 Exceptional Magazine