a company of interest that engages in corporate social networking. Students are
encouraged to select companies with social networking sites that they have
personally used in the past. The company may be public or private, for-profit
or non-profit, and provide goods or services. Once a company has been
identified, answer the following questions about Domino's Pizza Company:
media objectives are listed at bottom of page. Identify the company’s
primary social media objectives based on actual communications on its
social networking site. Be sure to provide examples.
establishing a listening platform, the organization should develop a list of
objectives for its social media team to accomplish. These objectives must be
developed with a clear understanding of how social media change the
communication dynamic with and for customers. Remember—attempting to reach a
mass audience with a static message will never be as successful as influencing
people through conversation. Marketing managers must set objectives that
reflect this reality. Here are some practical ideas that marketing managers
should consider when setting social media objectives:
AND LEARN: Monitor what is being said about the brand and competitors, and
glean insights about audiences. Use online tools and do research to implement
the best social media practices. If you have established a listening strategy,
this objective should already be accomplished.
BUILD RELATIONSHIPS AND AWARENESS:
Open dialogues with stakeholders by giving them compelling content across a
variety of media. Engage in conversations, and answer customers’ questions
candidly. This will both increase Web traffic and boost your search engine
ranking. This is where crowdsourcing can be useful for product development and
communication campaign feedback.
PRODUCTS AND SERVICES: The clearest path to increasing the bottom line
using social media is to get customers talking about products and services,
which ultimately translates into sales.
MANAGE YOUR REPUTATION:
Develop and improve the brand’s reputation by responding to comments and
criticism that appear on blogs and forums. Additionally, organizations can
position themselves as helpful and benevolent by participating in other forums
and discussions. Social media make it much easier to establish and communicate
IMPROVE CUSTOMER SERVICE: Customer
comments about products and services will not always be positive. Use social
media to search out displeased customers and engage them directly in order to
solve their service issues.