How to manage your company's reputation on social media
With the first half of 2015 in the books, it’s a good time for companies to take a hard look at how their social media plans are performing and to make the necessary changes to finish the year strong.
SocialCentiv, whose marketing software tool helps businesses find new customers on Twitter, today outlined steps that organizations can take to assess their social media strategy at the 6-month mark to improve and polish performance by year’s end.
“Sites like Twitter, Facebook, LinkedIn and Pinterest offer marketers revolutionary tools for reaching and interacting with the buying public,” says Bernard Perrine, co-founder and CEO of SocialCentiv. “But as in any other area of endeavour, these tools are only as effective as the person who wields them.”
Not sure where to start your social media audit? Perrine offers tips to help.
1. Review your goals. Social media for social media’s sake isn’t helpful. It’s important to know 1) your end goals, 2) who you want to reach and 3) what you want them to do. The answers to these questions will vary with every business. While the end game may be the same in all cases—getting people to buy the company’s products or services—the particular audience segment a firm wants to reach will be unique, as will the best role that social channels can play in turning prospects into customers.
“The owner of a local pizzeria may want her eatery’s Twitter followers to go to its web site and order slices online,” Perrine says. “A management consultant, on the other hand, may want to increase his stature as a thought leader in leading corporate turnarounds. These two businesses’ respective goals require totally different strategies in order to become reality.”
2. Check out customer comments. Quick searches should give you a good idea on how people are rating the quality of your products and service. You may be surprised—and dismayed—not only by what’s says, but who is saying it.
“Even at small companies, well-meaning but misguided employees sometimes set up profiles for their employers without bothering to tell the boss,” Perrine says. “All of this can create a host of issues, from confusing customers to leaking trade secrets. We recommend putting together a very clear social media policy for all employees to sign.”
Similarly, it’s important to monitor what people are saying about your business on social media. Customers take to platforms like Twitter to provide feedback that, while sometimes harsh, can also be important for corporate leaders to hear. Tools like Mention, HootSuite, Talkwalker and Social Mention can all help with your efforts.
3. Evaluate the brand position on social media. To ensure brand consistency, accuracy and effectiveness, you need to check that everything from product information, profile pictures and headers contain consistent, updated logos, images and color schemes.
Other elements of the analysis include determining how many posts include images, which tend to increase engagement – such as generating more Retweets on Twitter, what your competitors are up to on social media, and evaluating how you engage with others on social media.
Metrics are also important to collect. This effort can be simple, such as using the page insights that Facebook provides, or something more sophisticated, such as through third party technology, notably Followerwonk’s data crunching and graphing service for brands that use Twitter.
“There are a lot of resources out there to help execute a successful social media strategy,” says Perrine. “Don’t feel like these are simple, do-it-yourself platforms. They aren’t. You wouldn’t design and print a brochure all by yourself. You’d need help. Treat your social media efforts the same way.”
Fluent.ai x BSH: Voice Automating the Assembly Line
Fluent.ai has deployed its voice recognition solutions in one of BSH’s German factories. BSH leads the market in producing connected appliances—its brands include Bosch, Siemens, Gaggenau, NEFF, and Thermador, and with this new partnership, the company intends to cut transition time in its assembly lines.
According to BSH, voice automation will yield 75-100% efficiency gains—but it’s the collaboration between the two companies that stands out. ‘After considering 11 companies for this partnership, we chose Fluent.ai because of their key competitive differentiators’, explained Ion Hauer, Venture Partner at BSH Startup Kitchen.
What Sets Fluent.ai Apart?
After seven years of research, the company developed a wide range of artificial intelligence (AI) software products to help original equipment manufacturers (OEM) expand their services. Three key aspects stood out to BSH, which operates across the world and in unique factory environments.
- Robust noise controls. The system can operate even in loud conditions.
- Low latency. The AI understands commands quickly and accurately.
- Multilingual support. BSH can expand the automation to any of its 50+ country operations.
How Voice Automation Works
Instead of pressing buttons, BSH factory workers will now be able to speak into a headset fitted with Fluent.ai’s voice recognition technology. After uttering a WakeWord, workers can use a command to start assembly line movement. As the technology is hands-free, workers benefit from less physical strain, which will both reduce employee fatigue and boost line production.
‘Implementing Fluent’s technology has already improved efficiencies within our factory, with initial implementation of the solution cutting down the transition time from four seconds to one and a half”, said Markus Maier, Project Lead at the BSH factory. ‘In the long run, the production time savings will be invaluable’.
Future Global Adoption
In the coming years, BSH and Fluent.ai will continue to push for artificial intelligence on factory lines, pursuing efficiency, ergonomics, and a healthy work environment. ‘We started with Fluent.ai on one factory assembly line, moved to three, and [are now] considering rolling the technology out worldwide’, said Maier.
Said Probal Lala, Fluent.ai’s CEO: ‘We are thrilled to be working with BSH, a company at the forefront of innovation. Seeing your solution out in the real world is incredibly rewarding, and we look forward to continuing and growing our collaboration’.