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

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags Facebooktwittersocial networking

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

Daniel Bishton

Computerworld
Show Comments

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Tom Pope

Dynabook Portégé X30L-G

Ultimately this laptop has achieved everything I would hope for in a laptop for work, while fitting that into a form factor and weight that is remarkable.

Tom Sellers

MSI P65

This smart laptop was enjoyable to use and great to work on – creating content was super simple.

Lolita Wang

MSI GT76

It really doesn’t get more “gaming laptop” than this.

Jack Jeffries

MSI GS75

As the Maserati or BMW of laptops, it would fit perfectly in the hands of a professional needing firepower under the hood, sophistication and class on the surface, and gaming prowess (sports mode if you will) in between.

Taylor Carr

MSI PS63

The MSI PS63 is an amazing laptop and I would definitely consider buying one in the future.

Christopher Low

Brother RJ-4230B

This small mobile printer is exactly what I need for invoicing and other jobs such as sending fellow tradesman details or step-by-step instructions that I can easily print off from my phone or the Web.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?