The trick is to be conversation-worthy across all touchpoints. Many companies focus on the pre-purchase phase. That makes sense in a way, because that's when the consumer needs to be convinced to buy. When the customer buys a product, the relationship with that company starts for the customer. For many companies, that's where it ends. Given the major impact of positive conversations, it's a missed opportunity not to be conversation-worthy during and after the purchase. A good exercise for every organization is to fully map out the consumer experience. Look at the different touchpoints that play a role. Ask yourself: is every touchpoint conversation-worthy in a positive way? If so, then your company is perfectly responding to the results of this study. If not, then your company has a lot of underutilized conversation potential.
Is your organization also developing a social media strategy? Then think carefully about whether ghana phone number list you are on the right track. Because why would you make a strategy for the use of a tool? It is much better to think about a strategic use of online communication to achieve your organizational goals.
Research by TNO (pdf) shows that many organizations are actively working with social media without an underlying, well-thought-out strategy. And working like a headless chicken is rarely a good idea. So if you want to do something with social media, you need a strategy. Right? Yes, indeed, you need a strategy! But a social media strategy is the biggest nonsense there is. Think about it: did your organization ever have a print strategy? If you work on a social media strategy, you elevate the means to an end. And that is exactly what we want to do in the communications profession.
LinkedIn discussion
The Babylonian confusion of tongues in practice
Above you see an example of someone who is looking for examples of successful social media strategies within municipal services via a LinkedIn group. In the responses to these types of questions, it is noticeable that some people immediately jump into implementation (" You just have to get started" or even more concrete advice: " First link your news to Twitter" ). Other people (rightly) point out that you first have to determine the desired goals. Sometimes a social media strategy is confused with behavioral guidelines for employees who are active on social media. But strangely enough, hardly anyone ever asks whether a social media strategy is a good idea in itself.