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The Role of Social Media in Organizations

social media

With the ever-increasing access to Wi-Fi, innovative new technologies and social networking services, social media has become an integral part of our everyday lives. Here in the OpenText Customer Service organization, we use social media on a daily basis to interact with customers, employees, and other organizations.

Some people live and breathe social media—they advocate not only for access to their social media accounts while at work, but for organizations to dedicate more time and resources to creating an outstanding corporate social media strategy. But despite the prevalence of social media in our daily lives, many remain skeptical of its place within organizations.

Social Media and Big Business

An interesting infographic recently posted by Outmarket outlined the good, the bad, and the ugly about social media and big business. Noting this tension between the pro- and anti-social media groups, the infographic states: “While social media is a powerful branding and engagement tool that can make or break a brand’s reputation, it alone can’t resolve a business’s need to drive revenue”.

Of course, organizations can’t expect social media to function as their entire marketing or customer engagement strategy. Rather, it’s one important part of a much larger strategy. Once incorporated into a larger marketing or engagement initiative, social media can deliver significant value to both the organization and the customer.

Enabling Employees

Internally, social apps can help create a socially charged work atmosphere that fosters collaboration and innovation. Social apps provide employees with spaces where they can engage with each other, discuss ideas, express themselves, and more.

At OpenText, we use OpenText Tempo Social to share information, videos, and resources, post blogs, participate in discussion forums and more.

Tempo Social is a platform that allows us to collaborate easily and enables two-way communication with employees, customers, and partners. Tempo Social is a great tool that provides easy-to-use social apps to help support a more social business. It’s an important component of a larger social media framework that helps keep customers, partners, and employees engaged, active, and informed.

But Tempo Social isn’t the only social media tool we use here at OpenText.

To Help Our Customers Succeed

Any of our customers who use the Knowledge Center are already familiar with OpenText Content Server Pulse. Looking at documentation and have a question? With Pulse Comment, you can leave your question in the comment box located underneath the document, and the poster will be sent a notification alerting them of your comment. With Content Server Pulse, you get fast, reliable answers to the questions you have—straight from the OpenText employee’s mouth.

Social media tools such as Content Server Pulse give customers another, and far more personal, way to interact with the organization. Social apps gives employees the tools they need to connect with one another and with customers, and to access the wealth of knowledge within the organization. Social media helps us to quickly and efficiently share content and information with each other and with customers.

It also gives customers a tangible, easy-to-use voice. With social media, customers can provide instant feedback on their experience, and can rest assured that their ideas and concerns are being heard. Through social media, we have the opportunity to create personal and lasting relationships with our customers—relationships that help us to provide better products, better support, and a better customer experience.

For this writer, the debate over social media in big business is clear: experience is everything. Every customer interaction you have on social media creates an opportunity to provide an amazing customer experience—at the end of the day, isn’t that what everyone is looking for?

(photo courtesy of Mark Kens)

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Kiera Obbard

Kiera is a Senior Writer located in Waterloo, Canada. She is passionate about brand communication, corporate social responsibility, diversity and inclusion, and how technology is changing and influencing the ways we live and work.

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