Enterprise stuggles to harness Facebook, Twitter feedback

Social media is an emerging opportunity but organisations are undecided on the value of the feedback

Sales and marketing technology group, RightNow, has published a report on ‘rules of engagement’ for enterprises looking to integrate social media utilities such as Facebook and Twitter into their operations.

The report follows a series of roadshows throughout Australian capital cities on the eastern seaboard and New Zealand, designed to promote the company’s new social media monitoring tools and canvass opinion regarding social media in an enterprise environment.

Brett Waters, managing director of RightNow, said that the management overwhelmingly wanted to utilise feedback on services via social media, but the level of engagement across the 230-odd attendees was mixed.

“Overall, they recognised that this was an emerging opportunity for users, consumers and constituents to voice their opinion,” he said.

“What was coming out of all the conversations across the different networks, was that they were undecided on the value of the feedback.”

Micro-blogging utility Twitter was a focal point across the fora, and Waters noted the response of representatives from the higher education sector as indicative of the quandary facing enterprises trying to integrate such tools into their customer service strategy.

“Students like social networks because they can express their opinions, but [the universities] didn’t think they would appreciate them as an institution engaging and responding back to them on channel,” he said.

“But on the positive side, they saw the potential if they could capture what they were actually saying and use it to change or better processes on a more macro level.”

“The overriding message I took away from it was: we can’t ignore it. We’re still not quite sure what to do with it, but the ability to understand what’s going on and put it in an actual format was seen as positive.”

Rightnow’s report, Customer Servie meets Social Media: Best Practices for Engagement, is available to RightNow members.

Join the newsletter!

Or
Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags Facebooktwittersocial networkingmarketing

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Daniel Bishton

Computerworld
Show Comments

Essentials

Mobile

Sansai 6-Outlet Power Board + 4-Port USB Charging Station

Learn more >

Exec

Budget

Back To Business Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?