3 Reasons Why the Social Engagement Use Case Struggles

„Workflow isn’t Tight

There is no question that when dealing with an engagement feature, the ability to triage a tweet to the right person in a timely manner is critical. It seems like a no-brainer. If I learn someone is talking about my business and I want to respond, I want to make sure that all the right checks and balances are maintained and more importantly that I have someone with both the skill and knowledge to engage. You get the response wrong and you have a crisis on your hands.

The Culture of When

One of the hottest topics in social centers around the culture of when to engage. There is much debate about consumers being accepting of having companies contact them. For example, when is »big brother« peering too closely into conversation? No one has really been able to figure out where the line lies exactly, but this cultural issue is something that must be addressed in your quest to be an expert at social engagement. I would say this that is a topic for further discussion, but needless to say, every social media leader is juggling their gut when it comes to engaging their consumers (beyond when they ask).

The Front End of Engagement

I save the point I really want to talk about for last. One of the great unspoken needs in my meetings around social engagement is the so called front end, or sorting of data. In fact, one prospective client told us they had to shut down their social engagement program, because their system was so inaccurate that they had to manually sort through even more data and thus hurt their ability to respond. This suggests that while most pushers are figuring out the process of pushing content out, they again forget the importance of being able to accurately listen to any potential social data worth engaging with.”