How to Make Your Brand Socially Intelligent
Social media has become increasingly important for businesses in recent years, but the question often remains, what do I do with all this data? For B-to-C industries like retail, hospitality, and food and beverage, the answer may be simpler than you think.
In order to be "socially intelligent," businesses have to understand how to extract meaningful insight out of thousands of online reviews from customers, and then know how to apply that raw feedback into practical insights they can use to grow market share. This process can be summed up in three key steps: listen, adapt and communicate.
1. Listen: Faced with sifting through millions of posts on Facebook, Twitter, TripAdvisor, OpenTable and more, the process of getting information that actually benefits your business can seem like a daunting task. The first step to transforming feedback into more loyal customers is to step back and really listen. Look closely at the trends in your data and ask yourself, "Where are we hitting home runs?" and "What areas of our business are lacking?" Then apply those learnings to your operations to make on-site changes that actually improve the guest experience, be it in customer service, menu items, décor, amenities or something else.
And don't forget competitive social intelligence. One of the main benefits of examining your own open social data is that the same information is also available to your competitors. Take a look at their reviews and see how you measure up. There's a good chance you can win over new customers by matching some of their successful offerings or promoting unique offerings of your own that are performing especially well.
2. Adapt: When Nando's Peri Peri, a fast-casual restaurant chain with 34 locations around the world, rolled out new Coca-Cola Freestyle machines in its Washington, D.C. restaurants, it was excited to be one of the first businesses in the city to do so. Its restaurant operators were less pleased. Bothered by the long lines and perceived customer confusion, they thought that people were unhappy and that the new Coke machines were never going to work.