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Acknowledging, understanding and harnessing the power of the social customer is the key to business success. In a survey across 19 industries in the US and Canada, the Economist Intelligence Unit (EIU) found that 81 per cent of the 329 executives it spoke to believed that there were tangible benefits to be gained from proper social media marketing. Yet only 17 per cent ensured that responsibility for social media was evenly and effectively distributed throughout the company. Responding to online queries or rebutting negative comments used to be the domain of the marketing and communications department. They understand that encouraging consumers to talk publically about their organisation – whether their comments are positive or negative – breaks down the barrier between customer and company. According to a report by Microsoft Advertising, 55 per cent of heavy social media advertisers worldwide were intending to boost their budgets in 2012. Ignoring or underestimating the rise of social media as part of the business future is unwise. American Marketing Media is a full-service marketing, SEO, and social media management firm built exclusively for local businesses.

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Traditional methods used to increase sales, recruit talent and find new customers are giving way to the social media phenomenon. According to a 2012 report by ItsOpen (crct) and first direct (crct) more than 44 per cent of adults use the internet to share their gripes about a product or service. It found that socially engaged enterprises saw four times better returns than those who did little or nothing.
But companies who work best in the social arena have buy-in across the company from the marketing team, through the sales force, customer service and up to the executive suite. They embrace the new level of customer service and satisfaction that social interaction can bring.


The paper said social media marketers’ primary objective was to increase word of mouth through republishing ratings and reviews or generating conversations about brands and products on discussion forums and blogs.
The EIU survey found there were still many barriers to better social engagement, with 45% of respondents citing an inability to prove return on investment as their number one concern.
They have a clear strategy in place and have invested in appropriate tools to co-ordinate interaction and measure the results. Other hurdles included legal issues, unclear strategies and the complex structure of some organisations.
And by the end of the year, eMarketer predicts there will be 1.43 billion social networkers – nearly 20 per cent more than in 2011. And they reap the rewards – cutting costs, raising positive brand awareness, increasing sales and strengthening customer loyalty, for example.

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