Cisco is a global leader in Information Technology which was launched in 1984. They are leaders in the design, production and distribution of networking technologies.
They have created an approach to social media which complies to the following philosophy;
In order for Cisco to encourage their employees to be SOCIAL every single person who is new to the company embarks in a training program which details the rules of being SOCIAL in a safe and productive way.
It has developed a framework to guide employees with using social media and its tools. The framework consists of five components;
ENABLEMENT: Every employee is encouraged to use social media, but more importantly they are given set guidelines on how to use the tools and company expectations of online activity and behaviour.
INTELLIGENCE: Some eye opening fact for you….
- 50% of consumer Tweets to companies are being ignored
- 70% of brands ignore Twitter complaints
- 83% of consumers who complained on Twitter loved the response from those companies who did make the effort
- 39% of companies do not track their social media responses, largely because they do not have a process in place to respond
Statistics from Cisco Corporation’s Cisco social media playbook
At Cisco they have a team of people who simply listen, by listening they are able to pull out information which requires attention and this is graded in importance, the greater the importance the quicker the response to the situation and so on. This listening also means the team can identify any emerging trends, product issues, industry trends, identify advocates and gain competitive insights. All of which are priceless!
ENGAGEMENT: is all about how often to connect, what should talked about, which social media network to use, who should be connecting regularly with the social media community?
Cisco have recognised the importance of social media and so have a dedicated team who are constantly listening to the conversations within social media communities, they are able to write interesting timely posts which engage people and create further conversations which contain objectives which focus on company goals, this is all done using a variety of media from blogs, which are very much owned by the author and comments added, Facebook where the online community gets involved in conversation. These conversations must be recognised and actively replied to for the marketer to build a relationship.
MEASUREMENT: There are 6 measurements Cisco use to monitor social media, those being;
- volume: observing the amount of conversation is a great assessment of whether the post has been successful
- Reach: the spread of the message
- Engagement: how the people are interacting and spreading the message
- Influence: measures how many people are following the company and the quality of their posts
- Sentiment: refers to the tone the individual uses in their posts
- Share of voice: the number of conversations about a particular brand or product, shown as a percentage
ADVOCACY: these are people who show genuine care and loyalty for the product. By listening to social media it becomes clear after a short time who is an advocacy for the company and who is not!
As with anything on the internet, caution should be taken. In a business environment such as Cisco, it is wise to have a ‘crisis management process’ this team is consistently listening and is able then to produce timely information for stakeholders.
What I noticed from researching the approach Cisco takes to social media and how it incorporates into their every day environment is the one word…..LISTEN. They actively listen to what is being talked about on social media and are able to filter out the important comments or discussions which require immediate attention. Being able to prioritise it invaluable to taking control of the situation. Cisco gains huge advantages by simply listening!
This has sparked interest in me as to what other models do organisations use to monitor their social media use? Maybe there is no plan to the discussion on social media, maybe it is one that is hard to predict and is more reactive? If this is the case, is social media useful for the business?
I read this quote which I love, it is used in the Cisco Social Media Play Book….
“Would I want my mother to see this?”
I reckon if more of us lived by this simple quote social media would be a much nicer place 🙂