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There’s no reason to restrict social media efforts to your marketing department.

Successful firms know this, and they are leveraging social to boost the operations of several departments across their organization.

Integrating social into your organization in a seamless way enables you to reap the benefits of being a truly “social” business - shorter sales cycles, better customer care, innovative talent recruitment strategies, competitive intelligence for all those that need it and much more.

A social business is not just some industry jargon - it’s the way an organization leverages new technologies to boost its operations. In this report we demonstrate how the different departments of your company can benefit from having access to social to communicate with fans directly, and being able to communicate internally when creating social communications.

Marketing

Let’s start with the basics. Once you’ve created a data-driven content strategy that will support larger campaigns and messages through social analytics, you need to make sure that your content actually reaches your audiences. Make your content delivery flawless.

In a truly social business, you can easily collaborate on content management - connecting individuals, teams and departments. We created Socialbakers Builder with this idea in mind - that no matter how complicated your create-approve-publish process is, you can communicate within the tool freely and create content of better quality, faster, boosting from right within the tool to make sure posts reach their audience, with everyone on the same page about what is being said to and about your brands.

What better example than an agency of 120 team members creating content for several clients that all need to approve what goes out to their audiences?

What your marketing department gains through having a social business

• Enhanced competitive intelligence: listen in on all the conversations from, to, and around your brands
• Improved Return-on-Time: chat and collaborate with clients or colleagues from within your content creation tool and forego long email threads
• Flawless content delivery across all brands and markets: when several people are tasked with taking care of social media content (especially across several time zones), they can easily assign tasks to each other, hand over work, and converse with other departments to make sure the right message reaches the right audience on time.

Human Resources

HR is perhaps not thought of as a department influenced by social media, which means there’s that much more room to innovate. The success of global organizations depends on talent, and some savvy firms are turning to social media to source better quality candidates from an even bigger talent pool.

Socialbakers client L’Oreal uses social media to communicate with potential employees about starting a career there. The L’Oreal careers Facebook page has almost 230,000 fans - in other words, people interested in potentially working for L’Oreal one day. This may be an unusual way to do recruitment, but the innovation is key, and we expect to see more brands and organizations turning to social first for top talent.

What your HR department gets from social business

• Increased quality talent acquisition
• Larger candidate pool

Social Customer Care

Brands are increasingly coming to social for customer support. Demand is greatest in industries like Telecom or Airlines, but we’re seeing growth across the board, year to year, for both Facebook and Twitter.

For industries and countries that have high demand in social customer care, providing quality customer support on social media is a must. There are numerous benefits to giving a boost to your customer service by making the most of social media. Social customer care can not only increase customer satisfaction (and therefore brand recognition and loyalty), but also, if done right, cut costs, as it’s cheaper than operating call-centers. For Telecom giant Orange, doing customer care on social generates $5 million in savings per year.

To measure your success in social customer care, you need to look at your Question Response Rate (how many questions your teams answered) and Time (how long it took) - two important KPIs to have on hand when you’re entering into or making improvements in social customer care. To drive those KPIs, you need to give your team an overview of all questions posed to your brand and a way for them to interact on answering the questions.

Many brands are still sticking their heads in the sand regarding the growing demand for social customer care. Those that know how to make these dynamics work for them can use it to gain a advantage over their competition. Take a page out of Airtel’s playbook.

What your customer care team gets in a social business

• Increased client retention
• Better client satisfaction
• Improved monitoring of client conversations

Sales

Whenever there is a direct request for sales to get involved, your social media manager can put the prospect in contact with the right sales representative straight away. That representative can then see the entire communication chain between the company and the prospect and take over the communication in a way that best fits the situation.

If you put in the effort to create teams that know how to utilize communication within the organization and externally, you can upgrade your sales process to get the absolute best social ROI.

What your sales team gets from social business

• Enhanced competitive intelligence
• Shorter sales cycles

Public Relations

Social media is one of the easiest ways of getting a message out to your main audiences, making it a natural fit for handling PR crises. Buzz will happen around your brand during a crisis - you need to frame the conversation in your favor, and you need to do it first.

Social PR is also about minimizing the risk of a crisis happening in the first place. While you’re communicating with internal stakeholders within your social media content management tool, you need to be able to manage who actually has the right to publish content and communicate with the right audiences.

What your PR department gets from social business

• Minimized crisis risk
• Faster crisis communications responses and plans for all markets and regions

What Integrating Social Media Across the Board Means to Your Business

Integrating social media into your business across all the departments that may need it enables you to achieve two goals at once: giving your teams access to social to improve communication with customers and fans and improving the content and quality of each communication because your teams can interact seamlessly on the communications they are creating, whether it is to respond to a customer, plan a campaign, discuss social media budgets and which content to boost, or listen in on the conversations happening around your brand. The bottom line is happier clients and more informed/influenced prospects.

How to get there?

To achieve this level of teamwork on social, you cannot continue publishing natively. To increase social ROI and integrate communication practices into the entire company, we strongly believe you need a more powerful and versatile tool. That’s where Socialbakers Builder comes in - to help your organization take stock of all the conversations happening around your brand on social, and interact on creating better communications with potential stakeholders.

Choosing a publishing and community management tool is difficult. Few, if any, will have everything you might want. Our new Socialbakers Builder is about a tailored approach to every customer - create the kind of account your company needs, with the amount of users you need, for the amount of social media profiles you’re posting to and monitoring. Customize it to the needs of your departments and turn your business truly social.

• Advanced content planning, scheduling, publication, and boosting
• Organization of content management in complex environments, across regions and markets
• Collaboration on content to create the best communications
• Reporting and flexible dashboard that will give you feedback on content strategy right within the tool
• Listen to all conversations happening around your brand

Take-aways

• Boost the operations of multiple departments with the use of social media
• Improve collaboration between teams to create the best communications
• Give your teams a tool that they can use to get the most value out of social media
• Integrate access to social (with appropriate user rights) to create a truly social business