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Dump Your Social Media Strategy. It's Not Customer Service
Social media is not a destination; it is an enabler of business strategy. In and of itself, social media will not drive customer satisfaction, robust collaboration, or revenue. It’s like putting a toy sailboat in a pond and huffing and puffing into the sail to make it go. It will go but randomly for it lacks a rudder.
The rudder is a deep understanding of the experience your customers want (and expect) from you. That understanding forms the foundation for a clear business strategy and set of objectives. Which, in turn, drives culture, internal alignment, and investment priorities needed to deliver that experience. Social media becomes execution tools in operationalizing the business strategy.
Finally a social technology vendor has heard the growing chorus of pundits, as Lithium Technologies Chief Marketing Officer Katy Keim likes to call them. For the past year “the pundits” and thought leaders like Brian Solis have been calling for social technology vendors to rethink how they deliver on the social promise. Lithium heard them and delivered a compelling vision at today’s LiNC conference.