Why do we need guidelines?
This document has been developed in order to provide clear guidance on establishing and operating social media platforms for BMMI, our subdivisions and their agencies.
The aim of the guidelines is to achieve a consistent, high quality social media profile across the organisation and to support you to move forwards autonomously. It takes less than a second for a disgruntled customer to publish a complaint, which can then be viewed and shared thousands of times within minutes. The more responsive we can be, the more we can make sure that social works for us.
The internet is full of cautionary tales of organisations getting social media wrong. From 'Dell Hell', a PR disaster that contributed to a reported 42% drop (source) in the PC brand's stock value to United Airlines' share price dropping 10%, costing an estimated $180 million (source) having failed to replace a customer's guitar after he witnessed them breaking it.
Dave Carroll's YouTube video has picked up over 16,105,747 views to date and cost United Airlines millions.
Of course, there are incredible benefits to be gained from social media when used correctly. Think about what your division would look like if you could harness the benefits of just this sample:
- Gain valuable customer insights
- Increase brand awareness and loyalty
- Run targeted ads with real time results
- Generate higher converting leads
- Create immersive customer experiences
- Increase website traffic and search ranking
- Find out what your competitors are doing
- Build relationships
However, those responsible for starting or managing any social media page must be aware that operating these platforms requires a constant flow of resources. From high level strategic planning through to daily content production, monitoring, management and reporting.