Better customer engagement via social media


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Digital marketing intelligence website eMarketers reports that social media marketing software company Awareness came out with a study in July of this year that pointed to “better customer engagement” being a top business objective for social media. The Awareness study cited 78% of respondents viewing it “as a leading business objective, followed by 51% who said revenue generation was a lead objective”. These objectives focus more on relationship building and tying social media back to business results, showing marketers want to go deeper with their social media work than just counting fans. However, as eMarketers’ graphic from an earlier report pasted below shows the ability to track its impact on revenue is limited at best with many respondents suggesting their use of social media extends primarily to promote brand awareness.

Deepest Level of Social Media Impact that Their Company/Clients Can Track According to Companies* and Agencies Worldwide, Aug 2012 (% of respondents)

Yet as companies employ better metrics they are finding that that a significant majority of marketers were investing more to increase their social media presence across different platforms while also increasing the frequency of content published. A plurality said “they would invest in better integration of social marketing into other marketing initiatives” while working towards better integration of social marketing throughout their organizations.

Attempting to bridge the foregoing gap is enterprise collaboration and community software company, Telligent. The company recently announced two new software developments called Telligent Community 7.0 and Telligent Enterprise 4.0 where Telligent 7.0 is touted as being able to “evolve customer service from a cost center into a revenue driver” while Telligent Enterprise 4.0 will “empower employees to better know, engage and serve customers. Combined, the latest releases provide a complete, 360-degree view into social customer experience.”

At a broader systemic level Telligent also claims to address the issue raised by eMarketer wherein “services integrate social throughout the workplace. You can add social engagement to enterprise systems for document management, human resources, ERP and other point solutions; pull information from these systems for broader viewing; and even connect employee social networks with external, customer and partner-facing communities.” Other innovators will surely follow and bring about a comprehensive social media platform that gets at the nub of the problem: revenue enhancement by optimally meeting customer expectations

Republished with author's permission from original post.

Vijay Dandapani
Since August 1993, Vijay Dandapani, the President and Chief Operating Officer of Apple Core Hotels, has been instrumental in the company's growth and development, including acquisitions, six hotel renovations and the implementation of state-of-the-art computer systems. A hotel industry veteran, Dandapani, is also a member of the Board of Directors for the following associations: Hotel Association of New York City, NYC & Company, NYSHTA (New York State Hospitality & Tourism Association), and the International Hotel Motel & Restaurant Show at Javits.


  1. Whether yours is a huge corporation or a small mom-and-pop business, you cannot overlook the use of social media as an integral part of your local internet marketing plan. These days, everyone uses the internet to find companies, referrals, and new products to try. If you’re not harnessing that power to your full advantage, you might be missing out on revenue.


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