Companies that want to excel in the brave new world of social media need to be willing to invest in the tools they need to listen to and engage with customers as well as to measure the success of their interventions.
That’s the word from Tony Sousa, CEO of Acceleration Media, a Radian6 Authorised Reseller.
At a conference hosted by Acceleration Media at the Radisson Blu Hotel in Sandton on 12 October 2011, a number of key note presentations indicated that organisations that invest in ORM solutions now will be able to drive better returns out of their social media campaigns. The reality is that most companies are engaging with customers using social media, where few of them have formal listening and measurement tools and processes in place.
Sousa explains that listening and engaging can be overwhelming when organisations are dealing with huge, growing volumes of conversation across social media channels such as Twitter, Facebook, YouTube and so on. For that reason, companies need to put tools in place that will help them to streamline and automate the process of monitoring and interacting on the social web.
“Intelligent ORM tools aid listening by making it simple for organisations to track conversations about their brands, products and services. They also streamline engagement through a unified console”, says Sousa.
“Perhaps most importantly, however, is the fact that ORM tools give companies the ability to measure the impact of social media campaigns on their brands.
These tools provide the ability to analyse buzz about a company and its products, issues, and competitors, as well as the outcomes of specific marketing campaigns and social media investments”, he adds.
Sousa continued to explain that measurement is key to crafting more successful social media campaigns and engagements in the future and enhancing customer satisfaction.
Acceleration Media’s ORM Conference offered delegates opportunities to hear about the latest digital and online reputational trends and developments in the industry from some of the top international and local minds in the digital space.
Some of the speakers and panellists included Irfan Shah (partner relations manager at Radian6), Jan Vermeulen, managing director of Count2five New Media; Brent Shahim, managing director of Aqua Online, Deon Binneman, reputation management thought leader and Mqondisi Gumende, online marketing specialist at South African Tourism.
Sousa says that the conference highlighted the power that consumers have to influence and affect the fate of brands from behind their computer screens.
Recognising the importance of the role that social media plays from a brand reputation perspective and in the online marketing mix, Acceleration Media has invested in the people and technology to help companies with ORM, he adds.
“We see online platforms as a way for our clients to connect with their customers and we partner with best of breed vendors to help them meet this goal,” says Sousa. “Radian6 is a perfect fit for our clients’ needs as the leading ORM tool in the market.”
Sousa says that in addition to simplifying engagement and listening, Radian6 is a powerful tool for understanding and optimising key campaign performances. South African companies understand the importance of measurement in other online marketing and media disciplines, and should embrace it in social media as well, he concludes.