Marketing

Gain Social Media Traction with Members

Seven steps to take advantage of social consumers.

September 10, 2012
KEYWORDS customers , media , social
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Companies that don’t embrace social media today are missing huge opportunities to capitalize on the consumers’ voices, says Ron Kaufman, author of “Uplifting Service: The Proven Path to Delighting Your Customers, Colleagues, and Everyone Else You Meet.”

That’s because consumers can contribute immediately and powerfully to a better service experience.

Social media has become an integral part of the consumer experience, Kaufman says. Yet few organizations fully embrace this new social reality—presumably because they’re afraid of negative comments.

But organizations that don’t embrace social media are missing huge opportunities to capitalize on consumers’ voices.

Members’ voices are vital to your credit union, Kaufman says. “Social media provides an incredible opportunity to engage those voices, to turn one customer’s great experience into an advertisement that attracts new customers and gets current customers thinking positively about you. It’s an incredibly advantageous way to address customer concerns and improve your company’s service culture in real time.”

Kaufman suggests taking seven steps encourage consumers to use social media in a way that will benefit your credit union:

“Companies should be saying to their customers, ‘If you did not enjoy our service, please tell us. If you did enjoy our service, please tell someone else,’” Kaufman says. “Engage them. Tell unhappy customers to come to you via social media so you can make it right and improve your overall service.”

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Great article! Unfortunately, most employees don’t feel valued or appreciated by their supervisors or employers. In fact, research has shown that the predominant reason team members quit their jobs is because they don’t feel valued. This is in spite of the fact that employee recognition programs have proliferated in the workplace – over 90% of all organizations in the U.S. has some form of employee recognition activities in place. But most employee recognition programs are viewed with skepticism and cynicism – because they aren’t viewed as being genuine in their communication of appreciation. Getting the “employee of the month” award, receiving a certificate of recognition, or a “Way to go, team!” email just don’t get the job done. How do you communicate authentic appreciation? We have found people have different ways that they want to be shown appreciation, and if you don’t communicate in the language of appreciation important to them, you essentially “miss the mark”. Additionally, employees need to receive recognition more than once a year at their performance review. Otherwise, they view the praise as “going through the motions”. A third component of authentic appreciation is that the communication has to be about them personally – not the department, not their group, but something they did. Finally, they have to believe that you mean what you say. How you treat them has to match the words you use. If you are not sure how your team members want to be shown appreciation, the Motivating By Appreciation Inventory (www.appreciationatwork.com/assess) will identify the language of appreciation and specific actions preferred by each employee. You then can create a group profile for your team, so everyone knows how to encourage one another. Remember, employees want to know that they are valued for what they contribute to the success of the organization. And communicating authentic appreciation in the ways they desire it can make the difference between keeping your quality team members or having a negative work environment that everyone wants to leave. Paul White, Ph.D., is the co-author of The 5 Languages of Appreciation in the Workplace with Dr. Gary Chapman.

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