I have discussed earlier the benefits
of implementing social media in an organization. More interestingly, companies
should establish, in advance, a social media strategy to gain the benefits they
are looking for, which can be achieved by monitoring,
understanding and response to their social media activities. In today’s
post, I would like to explore a range of social media monitoring tools in a selected
case organization and to share my insights about their social media behaviour.
Woolworths, one of the leading supermarket
businesses in Australia, is now attempting to solve a business challenge by creating
a better customer shopping experience and increasing customer loyalty. Woolworths
currently has many different kinds of digital platforms and information
systems such as social networks, official e-commerce website, and a mobile
application.
As stated in the The
Social economy report, McKinsey Global Institute, 2012 , social technology providers
have “social Analytics” tools to analyze real time data and make a better
use of such tools. This analysis is ultimately used to manage either company or client brand
communications and demonstrate a Return on Investment from social media
marketing.
Topsy
Topsy is a tool to search
tweets, links, photos, videos and show different kinds of statistics as most
social analytical tools do, where you can get the latest news or articles
about an organization. Woolworths uses social media tools such as Facebook and YouTube to gain customer
insights about their products and how they could improve or even develop new
products in the future. These tools also enable Woolworths to more effectively interact
with customers and to broaden and deepen their marketing by frequently post
their latest news and information and to receive fast and accurate responses.
Their collection of responses can provide valid feedback of recent sales
promotions. An interesting feature in Tobsy is that it enables the company to gain competitive
insights and analyze competitor campaigns and web traffic. It uses
precise metrics to model current trends, against competitors, or even predict
future outcomes. As it can be seen in the graph below graph, Woolworths is not
engaging very well in Twitter compared with its competitor, Aldi, and should then
enhance their presence to achieve or overcome competitors.
Addictomatic
This analytical tool aggregates information about the
company from different resources and most interestingly Woolworths uses
most of the social media tools, except Twitter, to ensure it reaches their
broader customer base and increase brand loyalty. It additionally customizes social
networks as a marketing channel to promote for new products because social
media is now able to create a sense of transparency between the customers
and lets them influence their “friends list” or at least recommend products to
them.
To sum up, a company should listen to what their
customers are saying online and respond in a timely manner if they are willing to have a successful
social business. Woolworths might integrate some social media features into
their existing mobile application to help in the smooth processing of information
and allow more customers to communicate effectively with them in a real-time
response. @Woolworths
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