Many kinds of organization whether it is a private or public, nonprofit and corporate are increasingly motivated to exploit social media. Twitter, LinkedIn, Facebook or any social networks can propose benefits to an organization, but neglecting a customer engagement channel can lead to missed opportunity. Marketing is the department of an organization which is most interested for this channel. Since social media became widespread, marketers influence this channel for a variety of purposes to intermediate profit. According to Steve Olenski’s research and survey, better customer engagement is the biggest objective for marketers but there are still other goals are not seen equally desirable.
Statistics by Awareness, Inc., the analysis found that 78% of participants selected better customer engagement when requested to classify their ultimate marketing objectives for social media. The closest goal to customer engagement was increased revenue generation cited by 51% of respondents considered as top objectives, and then followed by better customer experience which was cited by 47% of participating marketers. This analysis seems somewhat backward. After all, the organizations’ main vision should be to increase revenue followed by increase in customer engagement, so logically that should be the biggest objective for marketers for any organization.
However, many industry experts have mentioned that social media is more valuable tool for relationship building, rather than only sales. Today majority organizations’ are using social media sites to find out consumer’s respond toward their brands. If the consumers are not happy about brands, the organizations try to improve quality or offer substitute products in order to maintain relationship. They are trying to satisfy consumer’s needs every way if it is possible. In other side, people don’t visit organizations’ social media sites to make purchases, but they want to know more about why organization exists and what it does for them.
Whether you are running mom-and-pop business, or running a big organization, you cannot neglect the use of social media as an essential part of your local internet marketing plan. Today, people are using the internet to search enterprises, recommendations, and new merchandises to try. If you are not using that power to your full advantage, you might be starting out losing some revenues. For example, Taco Bell using social media sites such as Facebook to introduce new product to customers. Recently Taco Bell has introduced new product called “Doritos Locos Tacos” on October 27, 2012 and they invited to public to try the product for free on October 30, 2012. Facebook link of Taco Bell: https://www.facebook.com/events/408157369256749/. So, this is why Social Media is still important in order to maintain relationship with current customers and attract new potential customers to generate more revenue.