79% of global Fortune 100 use Twitter, Facebook, YouTube or corporate blogs to communicate with customers and stakeholders, this is absolutely astonishing. Corporate communication management with customers and stakeholders is changing. Voice of Customers is taking new shape, and obviously mailed-in-brochures or advertising leaflets are gone forever. Engaging in social media and interaction with customers is real time. Companies post and receive immediate and instantaneous input from their audience; the revenue generating channels. What could be better than this! Customers are the ones who pay their own money to get a reliable, durable and worth paying product, or sound service. They have the utmost right to be heard and their inputs considered or, at least, responded to.
As business environment and the whole world are rapidly changing, gone are the days when the communication was one way; from companies to customers. The way that companies were saying: ‘Look dude, this is our product, take it or leave it’. Just few years back, Apple iPhone debut challenged all major mobile manufacturers like Sony, Samsung and Motorola. In fact, in recent report published by Mashable; the social media site; shows how the iPhone market segmentation is growing, and threatening those of RIM Blackberry and Nokia. Microsoft Windows Mobile-enabled sets are largely impacted by such growth of its rivals. What else could Apple did wonderfully other than listening and better understanding its customers! Controversial, I know!
I wish more companies in the region embarks into more effectiveness in customers communication, and engagement with Social Media is absolute inextricability nowadays.
The report by Burson-Mastellar detailed thoroughly how the fortune 100 utilizes social media, region-wise, which platforms (Twitter, Facebook, YouTube, blogs) and in what mechansim. AT&T example for utilizing Twitter is insightful. Burson-Mastellar also recommends a way-forward for companies to embark into Social Media in a structured well organized manner that would eventually assure business benefits to companies and their shareholders.
Read the full report on Social Media Trends at the Fortune 100 at Mashable here.
Mouaz Aref Al-Zayyat