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The Social Alphabet: What You Need to Know About Social Media as the Ultimate Communication Channel

Shama Kabani
CEO The Marketing Zen Group

Jennifer Wilson
Product Manager Interactive Intelligence

July, 2011

Copyright 2011 Interactive Intelligence, Inc. All rights reserved. Brand and product names referred to in this document are the trademarks or registered trademarks of their respective companies.
Interactive Intelligence 7601 Interactive Way Indianapolis, IN 46278 Phone: 904.680.7100 Telephone/Fax (317) 872-3000 www.ININ.com Publish date 07/11, version 1

Interactive Intelligence, Inc.

The Social Alphabet

Table of Contents
Executive Summary.......................................................................................................................... 4 Attract .............................................................................................................................................. 5 Buzz .................................................................................................................................................. 5 Contact ............................................................................................................................................. 6 Define (your campaign) ................................................................................................................... 6 Engage .............................................................................................................................................. 6 Follow-Up ......................................................................................................................................... 7 Guidelines ........................................................................................................................................ 7 Honesty ............................................................................................................................................ 7 Integration ....................................................................................................................................... 8 Join ................................................................................................................................................... 8 Kudos ............................................................................................................................................... 9 LIKE................................................................................................................................................... 9 Multichannel Approach ................................................................................................................... 9 Network ......................................................................................................................................... 10 Outreach ........................................................................................................................................ 10 People (THEY are the media!) ........................................................................................................ 10 Quality ............................................................................................................................................ 11 Response ........................................................................................................................................ 11 Sentiment....................................................................................................................................... 11 Transparency ................................................................................................................................. 12 Universal ........................................................................................................................................ 12 Variety ............................................................................................................................................ 12 Words (matter) .............................................................................................................................. 13 X Marks the SPOT! ......................................................................................................................... 13 Youth? ............................................................................................................................................ 13 Zeal ................................................................................................................................................. 14 What Now? .................................................................................................................................... 14

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Executive Summary
Surprising to many, social media is anything but a NEW conceptactually it spans back almost a decade now with LinkedIn introduced in 2003, Facebook in 2004, and various blogs even earlier. What is new, however, is its overwhelming popularity and continued rapid growth. With over 95 million tweets going out daily, 50 million LinkedIn members , and 750 active Facebook users worldwide , social media is the fastest growing communication channel, and not just amongst the younger generation. Interestingly enough, 37% of Facebook users are over 45 years old, 64% of Twitter users are over the age of 35, and 44% of all social networking users are between the ages of 35 and 54. What this means for businesses is that many people, young and old, are sharing and looking for information on social media sites. Therefore, it is in the best interest of businesses to have a plan in place for implementing a social media structure. For starters this plan must include how you plan to use it, how you plan to manage it, and how you engage your internal staff as well as your customer base. With an estimated 22% of all online time spent on social networking sites, it is a trend that cannot be ignored. In reality, more and more people are finding benefits to leveraging social media on a variety of different frontsfrom providing product feedback, looking for customer service, or just expressing opinions. While traditional uses of social media were to simply keep in touch and network, this technology became so popular, businesses started to realize this is not just a fad, but a communications channel that they must be equipped to monitor and respond to like any other. So, how do you decide where to start? What do you need to know? How can you prioritize and manage your social presence? And how does the contact center fit into all of this? In order to truly understand the power of social media , its important to understand the basics, and then understand how each affects the contact center. To get started, remember the alphabet. Below, you will find various social media topics broken down by alphabet. For each, our two authors, Shama Kabani and Jennifer Wilson, have provided their insights. Shama is the CEO of The Marketing Zen Group, a digital marketing agency. Her insight into the social media space is based on her experiences working one-on-one with customers to implement social media strategies for their businesses. Jennifer is a product manager at Interactive Intelligence, focusing in on the social media strategies for the contact center specifically. The overall concepts that both authors share help to outline some basic guidelines for implementing a social strategy, while leveraging the contact center to better manage these social initiatives.

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The Social Alphabet

Attract
Shama: Very few people flip through the phone book anymore to find what theyre looking for. They search online, seeking reviews from strangers and friends alike for products they consider purchasing. Many sites have even incorporated social sites into their product pages, providing users with the ability to like a product or share information about it. This not only allows consumers to share their feedback, it can also be free advertising. Keep in mind, most people will research a company before doing business with them, learning what has been said about the company (and its key figures) online. You need to secure your position in the online space to even be a contender in the business world. Jennifer: Building social media into your customer service strategy is most important if you are a B2C business. Adding a blog site with rich content about you increases SEO rankings, making it easier to attract the right business. Other social sites to consider would be a Facebook page or if you are a B2B business, a LinkedIn discussion group. From a customer service viewpoint, these outlets allow your customers to interact with other customers and get feedback, support and ratings on your products and services. The overall goal would be that of self-service and to build brand ambassadors.

Buzz
Shama: Social media is a seriously underused lead generation tool. The free advertisement of, Sarah likes Wonder Nail and Spa to her 1,300 Facebook friends is a way to spread the word about a product and ensure a referral that otherwise might go unnoticed. However, along with the task of creating buzz and getting your name out there comes watching what is said. Monitoring conversations about your brand is one of the most important aspects of social media. Because consumers have been given so much power, responding to ALL feedback is important, but when it is negative, the reaction time needs to be immediate. This also allows brands to capitalize on complaints made about competitors online and leverage their clean brand image against the competitor. Jennifer: The buzz gets a lot louder when you do not respond to customers negative comments about your brand. Therefore, be sure to develop appropriate metrics for handling social media interactions just like you do with other interactions coming into your contact center. What should those metrics be? For example, the Average Speed to Answer (ASA) for Social Media should be faster than an email, but slower than a phone call or web chat.

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The Social Alphabet

Contact
Shama: Social MEdia serves almost as a baby monitor for consumers. They expect to be heard and responded to (or they will just keep screaming). If you do not maintain that open communication line and accessibility in the consumers channels (social networking site, telephone, email, etc.) they will not bother to do business with you. In fact, they may even make it their mission to ruin you. At the same time, take notice of all posts and feedback made. Sometimes just a simple post back to a customer goes a long way when it comes to customer service. The negative will always be a priority, but do not overlook the positive feedback. (SEE: Feedback) Jennifer: When looking at contact from a customer service perspective, you have to take a different approach than you do with traditional interactions. Very rarely (if at all), do customers interact with your contact center just to let you know they like your product or service. Lets face it, customers only reach out to you when they have a problem. In the world of Social Media, your contact center needs to develop a different mindset one that adopts a relationship philosophy that responds to the negative or problematic comments as well as the positive ones. Giving customers feedback to let them know you are there and that you appreciate their views helps build brand ambassadors.

Define (your campaign)


Shama: Outline your specific goals for your social media campaign (i.e. customer service, loyalty, lead generation, awareness, etc.), and work toward them with each post, event, complaint response, etc. Narrowly defining your campaign helps give your brand a stronger online identity, and unites your customers under those characteristics in their social networks. Once you have defined your initiatives, figure out your plan of attack for monitoring these sites. Whether you dedicate resources to do so manually, or implement a social monitoring tool to create a more rules-based automated approach, your social media strategy must include a plan of attack for responding to the channel.(SEE: X Marks the Spot) Jennifer: Building an outbound customer service campaign can be difficult for many contact centers that have lived in an inbound world reaching out to the customer base is a foreign tactic. However, defining a social media outbound campaign to post helpful hints, solutions to problems, or product update information will go a long way to building superior customer service.

Engage
Shama: Why are people participating in conversations on social networking sites anyway? They like the engagement, sharing, sense of importance, and connectivity it gives them. In turn, social media creates a more personal relationship between your company and the customer. Find creative ways to keep them engaged so that they arent using your networks as a way to vent only. Having competitions, giveaways, and contests based on content-sharing reinforces that relationship and keeps consumers returning to your online profiles. (SEE: Join)
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Jennifer: In the contact center, engaging with customers is a way of life. As customers call, email, or chat with the contact center, the customer service reps engage. The same tactic is true with social media when customers interact with your brand, you must engage with them. For instance, leveraging social site information can help contact center agents facilitate better conversation with the customer by having insight into their likes and dislikes. This more personalized relationship allows the customer service department to connect with the caller in a different way. Additionally, opening up social sites for support opportunities, helps to create one more communication channel for the customer to reach out to your company.

Follow-Up
Shama: Do not let social media mentions fall through the cracks. Being aware of what is being said is just part of the initiative. You must in turn be available to respond and communicate with those customers who choose to leverage the social channel. Consumers want to feel loved, so give them that attention; this acknowledgement may give birth to one of your most ardent and influential brand ambassadors. (SEE: Contact) Jennifer: Finding ways to automate follow up through the contact center is key. With the ability to route social interactions to queues based on skills, availability, and priority, these interactions are treated like all other forms of communication. Ensure they are not overlooked by monitoring and routing social media interactions into the contact center just like you do with voice, emails and chats.

Guidelines
Shama: Writing and implementing a company social media policy is integral to a smooth operation. Be aware of regulations for sharing information, holding contests, crediting sources, linking to others, etc. In addition, have guidelines and standards for replying back to posts, whether negative or positive. Aligning these guidelines with your other media-related guidelines is where the contact centers coordination and integration elements come in handy. Jennifer: Guidelines are crucial to establishing customer service successfully using social media. Responding to blogs, tweets and posts is different than responding to calls, emails and chats. Therefore, you must have well-written guidelines that are proven and easy to follow by any customer service rep you put in charge of handling social media. Additionally, guidelines should document when and how to respond to customers, when to escalate to a voice conversations, what KPIs will be monitored and how to track them.

Honesty
Shama: Social media gives brands a chance to present themselves as human. Consumers have greater respect for a brand that admits when it is wrong, answers all of consumers questions, and is upfront and honest with all policies and activity. (SEE: Transparency)

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Jennifer: Honesty needs to be handled differently in the world of Social Media. Why? Because Social Media can be broadcast to the world whereas a phone conversation is between your agent and your customer only. Therefore, when an agent admits over the phone to the customer that the product is defective or that the company did not provide good service, he/she does so in confidence that it is going no further. However, having an agent admitting the same over Twitter or Facebook can have major repercussions. Therefore, while you need to continue honesty in the world of Social Media, do so by escalating the conversation with that customer, and suggesting you discuss it over the phone.

Integration
Shama: When planning your social media strategy you cannot ignore your response methods. Think of ways to integrate social media into your existing business applications to help streamline these efforts. CRM applications and communications platforms are the best place to start. Keeping track of customer information and interaction history can be key when deciding how to best communicate with the customerthat sometimes being the social channel. Jennifer: Communication platform integration can start with pulling social media into the contact center and treating it like any other interaction. There are multiple social monitoring tools that crawl social pages looking for keywords in posts. These sites can send notifications of keyword spots that include the post, as well as the sentiment used, the influence of the person writing the post, and the source of the post. By integrating these social tools into the contact center, social interactions are seamlessly brought into an agents queue. By leveraging the contact centers skills-based routing, prioritization, and central location, monitoring that social space is like any other medium. The agent just simply replies to the interaction, the post is promoted to the social site, and metrics are available for interaction tracking and reporting.

Join
Shama: Maintaining a strong social presence is key. Join discussion groups, causes, and organizations online to show that you are involved and truly care. As an active member, encourage participation of your customers and reward them for input. Do not hesitate to follow your followers and become a part of the social community. It is a great way to stay connected, be aware, and show interest in what others have to say. (SEE: Engage) Jennifer: Companies tend to focus in on the inbound communications that take place in the contact center. However, outbound correspondence and blasts via email, SMS, and social media channels are also on the increase. Leveraging the contact center to communicate proactively to the customer base can be a great way to expand the use of your agents and technology in a more non-traditional way.

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Kudos
Shama: Sometimes we focus so much on the importance of social media monitoring to intercept negative comments about a product or brand that we forget to applaud the positive comments. We must remember to use social media tools in order to give shout-outs , or praise and recognition, to customers and partners. This reinforcement keeps customers happy and commenting in your favor. Likewise, giving kudos to major influencers in your specific industry can lead to them promoting your brand and/or to their audience responding favorably to your message. Jennifer: Companies tend to focus in on the inbound communications that take place in the contact center. However, outbound correspondence and blasts via email, SMS, and social media channels are also on the increase. Leveraging the contact center to communicate proactively to the customer base can be a great way to expand the use of your agents and technology in a more non-traditional way.

LIKE
Shama: The power of this word has transformed in recent years due to social media. Users have the ability to express their likes and dislikes of a post by commenting on the post, reposting an item, or simply just liking it. The Like button on Facebook for instance allows people to spread the word about your brand with thousands of people with the free, click of a mouse. Every piece of content on your website needs to incorporate a Like/Send option to increase your visibility and presence in the social media world. Jennifer: Contact centers can play a role in this area as well by providing good content through blogs, posts and discussion forums. By having key contributors from the contact center providing tips & tricks, helpful service reminders, educational news, or product workarounds, customers get the chance to like that content which gives immediate feedback to the contact center and to other customers. Eventually, those items that are liked the most can become self-service tools for the customers.

Multichannel Approach
Shama: Chat, email, SMS, and traditional phone, are all common communication channels. People have different preferences on how they communicate and companies have to be aware and open to using these channels to better serve clients and attract prospects. The streamlining of managing these channels is also important in responding and prioritizing communications. Social media has become one more channel added to this list. Do not underestimate the power of this communications channel for customer service opportunities, advertising, and sales generation. At the same time, make sure you have the resources available to respond to this channel just as you would any other channel.

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Jennifer: Social media in many ways is similar to other multi-channel communications brought into the contact center. They may not be the traditional voice interactions, but they must be handled with the same awareness. Allowing your customer base to communicate with you in the way they prefer creates an increase in customer satisfaction. Streamlining all of these interactions into the contact center takes it even further by responding in a timely and appropriate matter.

Network
Shama: Reaching out to everyone you know to help spread your message is vital. Meeting people, even engaging with people you do not know personally is essential to building your brand and expanding your network in social media. Remember, in social media networking the key is to make yourself valuable. So to facilitate that, think about offering something that builds a relationship with your customers where the come to you first as their valuable resource. Jennifer: From the contact center perspective, your colleagues and customers are your network. Setting up social sites helps you expand that network. Whether your individual agents have their own pages, or whether you implement specific pages for marketing and customer support, the agents monitoring these pages now have the opportunity to be part of the customers network. Use this to your advantage, and create more personalized relationships with your customer base through the social channel.

Outreach
Shama: Use social media as a way to reach more people. Reach out to influencers or key figures in your industry.Be aware of what is being said about your industry overall and share that information with your followers. Dont be selfishly focused on promoting your own brand. Figure out ways to reach out and educate your followers in different ways. In addition, be aware of how much information about your company is reaching others. Negative posts can multiply based on retweets and reposts. Be aware of the influence of posts. Jennifer: Social sites will provide your contact center agents with one more place to direct clients to for information. When communicating with your customers, make sure they are aware of your social presence. Encourage agents to become educated on you social plan and implementation, so they can promote this channel when working with customers.

People (THEY are the media!)


Shama: People used to get their news and opinions from the paper, now there are tons of resources to get this information. From product reviews, to opinions, company feedback, etc., people are sharing this information, whether they are professional journalists or just everyday normal folks. This can be both a negative and positive thing, so your best option is to ensure that you are aware of whats being said and establish your brand as a credible source early on to combat negativity.

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Jennifer: There are two sets of people to work with when implementing a social presence. The first being the customer, the second being the internal staff maintaining that presence. Being aware of what is being said is the first step, ensuring that your agents are responding in the best way possible is second. Be positive they are educated on how to best respond to different types of people, and when to post to social sites with responses, or when to escalate items to other channels.

Quality
Shama: Consumers occupy the online space not just to exchange private details about their lives, but to also exchange and gather information. Because of the extensive amount of information available online, people now expect that each of their questions will be answered quickly and completely. Use your social presence as a medium that connects you and the consumer with correct and useful information. This helps to create a positive experience for the customer and improve overall service quality. Jennifer: Not every customer is the same. They all prefer different communication channels, different personalities to interact with, and at the end of the day they want to do business their way, getting to that information as quickly as possible. Social media is one of the fastest growing communication channels, and more and more of your customers will begin to explore it. Leverage their social pages as a learning tool for agents to better understand the customer they are talking to. Learn about their interests and personalities through the information they share to create a more personalized approach to customer service.

Response
Shama: There is so much importance in taking note of not only customer complaints, but also just basic mentions. Simple replies back to a customers tweet or Facebook post can make them feel appreciated. Even more reason to monitor these items and know what is being said.(SEE: Contact) Jennifer: Leverage the automation around your communications platform to make these responses quick and easy. Additionally, integrate this even further to track overall customer interactions. Having a consolidated look at how your customers interact with you across the board will serve as a great reporting and prioritization tool. It is also important to recognize when and how to respond. Evaluate the overall sentiment of a post, or the influence of the person doing the post to determine the priority of your response. Social monitoring integration can help locate these high priority items, as well as assign them accordingly in the contact center. (SEE: Integration)

Sentiment
Shama: Having sentiments (emotional effects) that match your brands intended meaning and tone in your social media branding is almost as important as the content itself. Make sure you represent one, clear message. Similarly, sentiments play a huge role in monitoring conversations about your brand, and prioritizing responses.(SEE: Words matter)
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Jennifer: With social monitoring tools, the sentiment of posts, how negative or positive, can be used for routing the interaction to the appropriate agent. Based on the sentiment score, items can be escalated or routed to a supervisor for follow up as needed. Implement a strategy for ensuring that highly negative posts are responded to immediately. Additionally, take note of the positive items and route those appropriately. In many ways, just a retweet of a customers positive post can serve as a great marketing tool.

Transparency
Shama: Modern day consumers now demand a certain level of transparency from companies. They want to know whats in their food, where exactly their donation is going, and who the face behind the brand is. The more details you give out, the more credible your brand is. Making information and secrets common knowledge for people helps to build your relationship. (SEE: Honesty) Jennifer: Transparency is great when maintaining multiple sites and sources where customers can get information about your company. It helps to create a more personal relationship with the customer. They may feel like they know you better as a company and trust you more. However, when it comes to responding to posts it is important to educate agents on when to respond through a more public channel like social media versus email or text. Too much transparency can go viral very quickly and possibly backfire.

Universal
Shama: Having a common identity ensures that your brand is at its strongest. Especially when you have multiple branches, franchises, or storefronts keeping one solid voice and message is crucial. Extending your presence into channels that have a global reach helps you make the most of your social media marketing efforts in an ever-shrinking world. Do not ignore or downplay the importance of your identity when it comes to your social presence. Jennifer: Just like your website, your social sites can be great places to promote customer service channels and brand awareness. Create chat, knowledge management tools, and click to call utilities from within your social sites. This allows you to expand your use of the social page, while keeping it consistent with your company webpage.

Variety
Shama: Change it up! Your followers and fans want to see fresh content, and exciting material. Using videos, photos, interactive applications, and other stimulating media can keep your audience coming back to your pages and profiles for new entertainment. Additionally, find new ways to be visible and attractive. You cant start a social media strategy and not keep it up. Maintain your pages and provide your followers with appealing and consistent updates or they will stop paying attention.

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Jennifer: Customer service is not just about the customer inquiries that are received on a daily basis. Additionally, great service also includes proactive contact with a customer. Find unique ways for the contact center to reach out to those customers who prefer social contact. Promote marketing campaigns and company updates through social sites, and not just through traditional mailers and email. Additionally, proactive customer service initiatives are a great sales and satisfaction tool, and are a wonderful way to switch up the pace of your social strategy to keep it interesting. Reach out to your customer to give them updates on their individual services, product updates, or hot news items from your company. When they do not know what to expect, they continue to come back for more.

Words (matter)
Shama: Keywords and sentiment of words used are important. Set up alerts for industry-related or branded keywords to audit your online reputation and respond correctly. The great thing about social monitoring tools is that they automate notifications based on each keywords spotted, but can also score and prioritize items based on the sentiment used. Jennifer: Just as traditional forms of communication can be assigned based on keywords and skills, the same is true for social media interactions. If a post mentions a specific brand, it can be routed to the appropriate agent serving as the subject matter expert. Furthermore, these keywords can be used to gather analytics on what is being said about the brand, and how this brand is trending.

X Marks the SPOT!


Shama: Specificity in your social media strategy makes your work easier and your posting/responding more powerful. Pick monthly or weekly themes and keep your campaigns or posted content relevant to them. When your message is clear, your audience bonds more closely with each other and your brand.(SEE: Define your campaign) Jennifer: Recognize that your strategy may change based on your customer base and the requests that you receive. While you may begin with your contact center handling social media marketing initiatives, you may find a bigger benefit to implementing a social channel specifically for customer support further down the road. Be willing to make this change, and educate both your agents and customers on these changes.

Youth?
Shama: People often assume social media is only for the younger generation. However, its important to note that although the younger generations may appear to be more involved and more targetable through social channels, its growing daily among older generations. What is even more important to note however, is that you must not only understand the demographics of your customer base, you must also research how they are leveraging social media. For many older generations this may simply be to stay in contact with friends and family. On the other hand, younger generations may look to social networking sites for a first method of contact with a business.
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Jennifer: The frequent changeability and constant introduction of new technology/communication channels make it imperative for companies to find cutting edge ways to appeal to the younger generations. By opening up customer service and support channels, you allow customers young and old to communicate in the best way possible. Additionally, take this into consideration when implementing social support in the contact center. Recognize that certain users may be more open and familiar to adopting this technology than others. This may help you determine your staffing needs for handling this channel.

Zeal
Shama: You have the opportunity through your social networking to make your brand truly stand out. When you are passionate about what your company is doing, it shows through what you post, how you interact, and how you respond to conversations surrounding your brand. Jennifer: Your goal is to serve your customers to the best of your ability, and to ensure customer retention. Whether you do so through the traditional methods or through more unconventional methods like social media, showing them that you are innovative and open to change will only create greater customer satisfaction. By responding to customer inquiries with the same priority and automation, no matter what the channel, you are creating easier processes for both you and your customer.

What Now?
Creating social media strategies involve resources, planning, and education. It is important to know what you are doing, as well as what is going to work best for your company and your customers. It is also important to note that not all companies need a presence on every social outlet. At the same time, be aware of what your customers are asking for, how you are communicating with them, and how you could implement social strategies to better position your company and brand to customers and prospects. Now that you know the basics and what to consider, here are the main things to take into account when implementing your strategy: Ask your customers

Dont be afraid to survey your customers and partners to see how they are using social media in both their personal and professional lives. This feedback can help you determine how to implement your own strategy to meet their needs. Additionally, it gives you a good opportunity to reach out and show you care about their input. Research the competition

What is your competition doing? No different than how you examine their products and brands to help with planning and direction, the same should hold true when it comes to social presence. Be aware of where they are, and make sure you are just as visible, if not more. This not only can help position your brand, it allows you to monitor what is being said about your competition and use the information as part
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of a lead generation tool. Some of the biggest benefits to social monitoring tools come from the ability to capitalize on a persons anger and frustration with a competitor. Determine your needs

After taking a look at what may be best from a customer and competitive standpoint, determine what makes the most sense for your company. One of the great things about social media is it allows you to benefit across the board from customer service and retention, to brand awareness and essentially free advertising. Figure out what you want to gain from the implementation, and figure out how to get there. Defining these needs and goals also helps your online identity to be stronger and more narrowly targeted, meaning QUALITY. Make a plan

Once you have figured out what works best overall, plan out your implementation. Decide what you will need to implement a social strategy and how you want to position your social presence. Determine whether you are going to focus on the tool initially for advertising and brand awareness, or whether you want to make this an available channel for customer service requests. Additionally, figure out how you are going to manage the channel. How will you respond? How will you monitor? Who will be responsible for daily posts? These are just a few of the questions that you need to take into consideration when pulling together your plan. Allocate Resources

There are multiple ways to manage and use social sites, and its really at your own discretion. However, one of the biggest considerations is HOW you are going to manage them. There are several free tools available online, but overall, dedicating time is crucial to managing social media. Remember, an unattended social media presence is worse than an under-funded one. Remember that social media isnt just about social networking websites. It is about people becoming a part of the media. Every customer or prospect has the potential to become a brand champion or a critic. And, you have the power to determine which way they will sway. When you combine the ABCs of social media above with a solid way to manage your online communications by leveraging your contact center, you have an unstoppable combination.

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The Authors
Shama Kabani, Web and TV personality. Bestselling author. International Speaker. Award winning CEO of The Marketing Zen Group a global digital marketing firm. Shama is the face of todays digital world, and represents the best her generation has to offer. She has aptly been dubbed the master millennial of the universe and an online marketing shaman by Fast Company.com. Shama holds a Masters degree in Organizational Communication from the University of Texas at Austin, and prides herself in being a constant learner. Through her web marketing company, Shama works with businesses and organizations around the world. In 2009, Business Week honored Shama as one of the Top 25 under 25 entrepreneurs in North America. In 2010, Shama won the prestigious Technology Titan Emerging Company CEO award. Her first book, The Zen of Social Media Marketing (BenBella Books) was released in April, 2010 and was an instant hit. When not working directly with her clients or shooting her show, Shama travels the world speaking on business, entrepreneurship, and technology. On the web, she can be found on Facebook at www.Facebook.com/ShamaKabani and on Twitter at http://www.Twitter.com/Shama. Jennifer Wilson is the product manager for the Interactive Intelligence content management and insurance solutions. This concentration started with the acquisition of AcroSoft Corporation, a leading provider of insurance focused document management and workflow automation products, in May of 2009. Prior to AcroSofts acquisition, Jennifer had the opportunity to serve in a variety of roles in her 7 year stint with the company. Her broad insurance software experience includes quality assurance, client support, client implementations, and product training. Most recently, Jennifer has worked closely with insurance carriers in a sales and marketing role. Using this experience, she helped direct AcroSofts product roadmap ensuring the solution satisfied the automation needs of carriers and affiliated service providers. Jennifer holds a BA from the University of South Carolina, and currently works in the Columbia, SC Interactive Intelligence office.

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