Good article reminding us that social media is a tool, not just something for the marketing department to create and deliver content on or search for the latest trends.
Social care teams can be an invaluable tool for your customer experience toolkit but sales and other departments can also be leveraged too! Easy to set KPIs here too such as response times, number of customers satisfied and more. Analytics tools like Sysomos Heartbeat and Sysomos Expion are being used regularly in this way.
Some companies may be worried that other departments outside of marketing may post off message - if you instill good company values within your employees and make them feel valued, this fear can be easily allayed.
Cross-functional social media teams can leverage the stages of the buying cycle, connecting the right employees with the right customers at the right time. Consumers’ needs change when they are in the prepurchase, purchase, and postpurchase steps of buying, so different employees are more useful to customers at different stages.