Social Media By Function – Application – Techniques – Metrics

Function

Application

Techniques

Metrics

Marketing

Use conversations with customers to promote products or services. Free promotion through your community.

•         Blogs

•         Microblogs

•         Communities

•         Video on user-generated sites

•         Better market awareness

•         Online “buzz”

•         Time spent on sites

•         Increased sales

Sales

Identify enthusiastic customers and use them to influence others. Find community leaders and cheerleaders and encourage them to promote what they love about you.

•         Social networking sites

•         Brand ambassador programs

•         Communities

•         Embeddable “widgets”

•         Community membership

•         Online “buzz”

•         Increased sales

Support

Enable customers to help one another solve problems. Outsource support and help resources to the community while strengthening unity among fans/clients. Use microblogs to identify and engage users having support issues and direct them to proper support channels.

•         Support forums

•         Wikis

•         Microblogs

•         Number of members participating

•         Volume of questions answered online

•         Decreased volume of support calls

Operations

Provide employees with tools so that they can help each other find better ways of doing business. Seed communication channels and interaction throughout your organization network.

•         Internal social networks

•         Wikis

•         Number of members participating

•         Increased operational efficiency

•         Decreased volume of e-mail