“Who’s got the most Facebook friends? You? OK, good. You are managing our social media.”

It is common knowledge that every business needs to be a technology company of sorts. In this online era, thinking digitally is an imperative and not an option. While organisations big and small are understanding the digital space more and more, it’s confounding to discover that sometimes this doesn’t match up with the hiring of staff to manage this critical function. As a social media and digital strategist, I’ve come across two mistakes that might indicate that social media and digital is still an afterthought in practice.

Most organisations should have a strategy to integrate digital and social with CRM (Customer Relationship Management).  Keep in mind that your digital and social interfaces are often the first port of call, and a continuing format for customers past, present and future in engaging with your product, service and brand. And remember, it’s customer RELATIONSHIP management.

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