In social strategy there is always something missing and something to improve. But there’s one area where I see a big gap.
First, the good news. Brands are starting to ‘listen’ to what people are saying. There are great listening and social media management platforms available, such as Spredfast (plug disclosure…I’m an advisor). However, it’s typically a few people inside the company that are paying attention to user generated content. There’s still a long way to go to make this listening penetrate the depths of an organization to achieve what I call “Customer Oxygen”.
Then, there’s the analytics. There are a lot of ways to analyze the data of what people are saying. Many solutions are out there. The gap here is in making the analysis actionable and operational.
But then, once the listening and analysis is going, brands have the biggest challenge with content. What do they say? How do they say it? They have difficulty finding their ‘social voice’, and figuring out what to say where.
This is the big content gap.
There are so many different avenues when it comes to social media, and for someone just getting her feet wet, it can really seem daunting. That’s when you call on an expert, like Laura Click of Blue Kite Marketing, who can bring it all down to size. If you haven’t dipped your toes in the social media waters, this guest post will give you the courage and steps you need. Thanks, Laura!