by Alison Weiss
Social moves fast—and corporate social strategies must keep pace. According to We Are Social’s Digital, Social and Mobile in 2015 report, there are now more than 2 billion active social network users worldwide tweeting, posting, and uploading photos every day. And a recent study by Pew Research Center shows the percentage of adults online using two or more social networks grew to 52 percent in 2014, up from 42 percent in 2013.
To help enterprises keep pace, the product team for Oracle Social Cloud’s social relationship management (SRM) platform closely tracks ever-evolving social channels and queries customers about their social business needs. And because the solution is cloud-based, new features can be added much more quickly than would be possible for an on-premises solution.
“We understand where our customers want to be and the channels their customers are using,” says Meg Bear, group vice president, Oracle Social Cloud. “We want to make sure our customers create social media strategies that solve business problems and bring value to the business.”
Understand what your customers care about and how they want to participate with you on each social network.”
The Oracle SRM platform builds new functionality to connect Oracle customers to the emerging, evolving platforms. For example, LinkedIn is a proven channel for business-to-business users, while Instagram’s visual content is appealing to millennials and Weibo is a Twitter-like platform for Chinese users (Instagram and Weibo were added to Oracle SRM in early 2015). Bear observes that Oracle SRM’s cloud foundation makes it easy for the product team to continually identify new social channels and for audiences to expand the platform. In the near future, additions may include Tumblr, WeChat, and Pinterest, as well as regional social networks.
According to Bear, the appeal of Oracle SRM is that the platform helps customers to cost-effectively and efficiently identify the optimal social media channels for connecting to consumers and develop social strategies to address business issues. Oracle SRM gathers large-scale unstructured data and segregates it into social conversations by intent. That way, managers can identify common themes; accurately identify if discussions are about customer service, product quality, or purchases; and determine how best to respond for the business.
Percentage of adults online using two or more social networks in 2014 (Source: Pew Research Center)
But each new channel can require a new or different strategy for audience engagement. So the Oracle SRM team, through thought leadership and consulting services, helps Oracle customers get the most out of their social investments. Managers can learn how to acquire the agility to understand trends and what lies on the horizon so they can successfully respond to the ever-changing social environment.
“Understand what your customers care about and how they want to participate with you on each social network,” advises Bear. “We help our customers understand who is the audience on that platform and what’s resonating with them. That helps managers make good decisions about how and when to participate.”
Photography by Shutterstock