The SOCAP Annual Conference will feature a Spotlight Session, “Leveraging Social Media to Monitor Consumer Feedback.” The moderator for this session, Myra Golden of Myra Golden Media, recently sat down for a short Question and Answer interview to talk about social media and the panel she will lead at the SOCAP Annual Conference.
Q: As a Spotlight Session presenter at this year’s SOCAP Annual Conference, what are some key messages or ideas you hope to convey to attendees?
A: My goal with this session is to equip customer care professionals with the ability to listen to online conversations, get involved in those social media discussions and use social media tools to engage customers and resolve problems. We are still in the early phases of social media’s influence in the customer care world, but we have also come a long way and learned a lot. I want to fast-track SOCAP members by helping them avoid the pitfalls I have experienced firsthand and sharing the methods it has taken professionals like me years to figure out.
Q: Social Media is clearly a hot issue within the customer care profession but can we expect this buzz to be a passing trend or will it become an integral part of the business approach to customer care?
A: Social media is a hot issue and I don’t think it’s a passing trend. A recent report from Nielsen found that Twitter is the fastest growing “member destination community” on the Web, with an annual growth rate measured at a staggering 1,382%! FaceBook also continues to more than triple its annual membership as consumers are turning to social media to gripe about brands, create trouble-shooting forums and reach out to companies directly. Cutting-edge organizations like Comcast, JetBlue Airlines, Starbucks, and Cox Communications realized this early on and are now reaping the benefits of well-developed social media contact channels. We can definitely expect more consumer-brand interaction on social media outlets and higher expectations from consumers on brand responsiveness through social media. I envision the day when social media’s use as a customer contact channel is as crucial to companies as email is today.
Q: What significance do you see for customer care professionals in having a Spotlight Session on this topic at this year’s SOCAP Annual Conference?
A: Even before the economy took a downturn at the end of 2008, social media was emerging as a leading tool for integrating multiple sectors of the customer care profession. But now, the need to cut costs, combine operational tasks and offer new customer services has made social media that much more important. This Spotlight Session will hone in on the power of social media to cut costs while still building, restoring and strengthening customer relationships.
Myra Golden’s Spotlight Session on “Leveraging Social Media to Monitor Consumer Feedback“ will also include insight from industry experts Richard Clancy, formerly of Sony Electronics and Frank Eliason of Comcast Corporation. Be sure to attend this exciting Spotlight Session and take advantage of all the other outstanding activities at this year’s Annual Conference in Tucson, Arizona by registering today.
Join SOCAP International and our global community of customer care experts at our 2009 Annual Conference, October 11-14, at the JW Marriott Starr Pass in Tucson, Arizona.