02_WB_SIRXMKT002_V1a.22

02_WB_SIRXMKT002_V1a.22

SIRXMKT002

USE SOCIAL MEDIA TO ENGAGE CUSTOMERS

WORKBOOK

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CONTENTS

05 INTRODUCTION Prepare to use social media

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Review organisational social media requirements and policies and procedures

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Research various social media platforms and identify and compare their audience, functionality and reach Research emerging trends in social media platform use

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Select social media platforms that meet brand needs and reach target customers

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Source information and content from internal and external sources for use on social media platforms

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Develop content in line with target audience, brand cultures and social media requirements as required

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Use social media to enhance customer engagement

Upload file types suited to communication requirements

Create opportunities to attract and promote us- er-generated content

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Respond to customers in a timely manner, direct- ing them to a relevant information as required

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Identify potential brand damage and take action to prevent escalation

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Promptly respond to a customer complaints and issues according to a social media policies and procedures Adhere to legal and ethical practices for social media use

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CONTENTS

79 Promote products and services

Identify social media marketing opportunities and curate and post content to promote products and services

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Use social media to promote special offers, events and promotions as required

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Post content according to social media policies and procedures

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Review social media use

Track social media activity using monitoring tools

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Identify opportunities to improve customer experience and recommend to relevant per- sonnel

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Update the look and feel of the social media ac- count to maximise effectiveness

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Report on social media engagement and

reach to relevant personnel 107

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INTRODUCTION

Elements 1. Prepare to use social media 2. Use social media to enhance customer engagement 3. Promote products and services 4. Review social media use

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ELEMENT 01 Prepare to use social media

Performance Criteria

1. Review organisational social media requirements and policies and proce- dures. 2. Research various social media platforms, and identify and compare their audience, functionality and reach. 3. Research emerging trends in social media platform use. 4. Select social media platforms that meet brand needs and reach target customer. 5. Source information and content from internal and external sources for use on social media platforms. 6. Develop content in line with target audience, brand cultures and social me- dia requirements as required. 7. Source or create a social media calendar.

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Criteria 1.1 Review organisational social media requirements and policies and procedures

Organisational guidelines, policies, and requirements for using social media exist to safe- guard the organisation and to protect the employee. Employees are allowed to make their own decisions about what they post on social media networks, but there can be conse- quences as with any aspect of life. Our responsibility can only be to guide them, and to ensure that they understand social media etiquettes and are aware of the risks, so they can make informed choices when posting. Creating a social media policy is a crucial tool for any organisation that uses social media. It is not just a set of regulations for them to follow but guidelines that advise and inspire in best and worst-case scenarios. What is a social media policy? A social media policy or a social networking policy is a company code of behaviour that provides guidelines for employees who post content online either as part of their job or as private individuals. A social media policy aims to establish expectations and guidelines for proper behaviour when using social media, and to make certain that an employee’s posts will not expose the company to legal problems or public humiliation. Such policies include instructions for when an employee should recognise themself as a part of an organisation on a social networking site, as well as guidelines for what kinds of information can be shared. Nearly all social media policies include limitations on disclosing classified or proprietary business secrets or information that could impact stock prices. Here are some of the policies and guidelines one must keep in mind when using social media: • Know and follow the rules Insensitive postings that may involve discriminatory comments, agitation and threats of aggression or similar unsuitable or illegal behaviour will not be accepted and may result in corrective action, including termination. • Be respectful Maintain respect and courtesy to fellow associates, customers, acquaintances, suppliers and colleagues. Remember that an employee must resolve work-related complaints by talking directly with co-workers or by using the Greivance Resolution Policy, rather than posting complaints to a social media channel. However, if you do choose to post criticism, refrain from using statements, photos, video or audio that could reasonably be regarded as hateful, indecent, intimidating or threatening, and which might be considered as ha- rassment or bullying.

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• Be honest and accurate Ensure that you are always honest and truthful when posting information or news on social media. If you post something in error, correct it immediately. In addition, be trans- parent about any previous posts you have changed. Keep in mind that the internet stores nearly everything. Finally, never post any information or speculations that you know to be misleading or erroneous about colleagues, customers, suppliers, or competitors. • Using social media at work When you’re at work, avoid accessing social media unless it is work-related as authorised by the organisation. Do not use the company’s email addresses to sign up on social net- works, blogs, or other online tools utilised for personal use. Organisational social media use: Policies and Procedures: Organisational procedures explain how to complete a task or perform a task step by step, whereas an organisational policy is a general declaration of how an organisation wants to conduct business. The policy outlines procedures for using social media when conducting official departmen - tal business and provides guidance to employees on how to use social media for personal purposes. For example: » On both a professional and personal level, the policy should promote and en- force ethical, social media usage. It specifies which websites employees are al - lowed to see while on the job. It should also include rules and criteria for posting content. » Employees must not use social media to communicate private corporate infor- mation, client information, or trade secrets. » Employees should also be prohibited from discussing or speculating about the business in public. » Employees should also be barred from publicly discussing or speculating on company performance, undisclosed business goals, or acquisitions. » The policy should provide guidelines for using official accounts to communicate with others. » It should be in line with the rest of the company’s policies, such as permissible usage and the code of conduct.

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The favourable impact of social media platforms

» Reaching a larger audience: Social media platforms are an excellent tool for raising brand awareness and maintaining communication with customers. Social media is quickly becoming the primary source of information for those interested in learning more about businesses, including new products, services, advertisements, offers, and pro - motions. » Social media platforms enable the collection of first-hand consumer feedback, and also the collection of first-hand customer input. This information can be used to boost brand image, build reputation, and enhance customer connection. The customer feels acknowledged and appreciated, which makes them happy. » Increases brand loyalty: Social media allows you to create relationships with your customers, which leads to increased loyalty and advocacy. Using social media exposes you to a wide range of people who might might not be interested in learning about or viewing your business. There is a risk that your business may suffer reputational damage due to unwarranted criticism posted by internet vandals or “keyboard warriors”. If your company is new or just getting started, you’re more likely to be targeted. » ??Low Return on Investment (ROI): Social media marketing has one of the low- est ROIs of any internet marketing strategy. To truly make things work, you must invest time, effort, and money. ??

The unfavourable impact of social media platforms: » Negative criticism and a tarnished brand name:

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LEARN MORE

Using your research skills, try and answer the following questions to find out more information: 1. What is a social media policy?

2. Why is it important for an organisation to have a clear policy and guide lines on the use of social media?

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DISCUSSION TOPICS

The following topics can be discussed in class or in groups » Discuss the importance of social media policy in an organisation » Common organisational social media policy and procedure

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Criteria 1.2 Research various social media platforms and identify and compare their audience, functionality and reach Social networking may be a highly profitable advertising channel for your business. It’s an effective method for increasing brand awareness, connecting with existing consumers and generating new leads to complete your sales funnel. A sales funnel is also known as a sales process or a revenue funnel. It refers to the pur- chasing process that businesses lead their customers through when buying products or services. Why use social media for business? • Build Brand Awareness Being actively involved on social media helps you stand out and keeps your name or your brand on peoples’ minds throughout the day. Sufficient brand exposure on social media will result in increased customer engagement as more and more interested people try out the brand’s content. • Connect with customers Social media opens the lines of connections between you and your customer base. This lessens your churn rate, which is the rate at which customers disengage with a company. and actually leads to repeat customers in the future. • Boos your SEO By boosting your content on social media, you can get more likes, views, shares, and engagement with your content. This in turn increases traffic to your site, which improves page views. All of these are positive signals to search engines like Google, and they con- tribute to your SEO. (Search Engine Optimization) • Grow your mailing list When visitors arrive at your website via social media content, you increase your chances of converting traffic to leads. A sales lead is a consumer who is interested in what your company has to offer. Over time, businesses can leverage this social media traffic to grow their email list and subsequently generate additional sales through email promotions. • Drive more revenue Each of the benefits listed above leads to one thing: guiding customers down your sales funnel and creating more income for your business.

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Different types of social media networks The popularity and dominance of social media channels has resulted in businesses and marketers looking for various social media platforms that they can use to focus on, and engage with, their audiences. A. Social Networks Social media networks are used to socialize with people (and brands) online. They assist your business by improving brand awareness, social awareness, relationship building, customer service, lead generation, and conversion. You can utilize different types of Social Media promotions on these networks to will help you expand your reach. Several of the advantages of these Social Marketing Networks include the following: • They urge individuals and businesses to interact online and share >Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 88 Page 89 Page 90 Page 91 Page 92 Page 93 Page 94 Page 95 Page 96 Page 97 Page 98 Page 99 Page 100 Page 101 Page 102 Page 103 Page 104 Page 105 Page 106 Page 107 Page 108 Page 109 Page 110 Page 111 Page 112 Page 113 Page 114 Page 115 Page 116 Page 117 Page 118 Page 119 Page 120

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