Social Sites have been around since really the beginning of the internet. But, really since it was blown up from the eruption of MySpace and Facebook it’s really been a blackhole of “how to for dealerships.” I concentrated more on the building of your community in the last post. Well, it’s two- fold. Reputation Management is the other half. I came across the Social CRM chart and it does wonders as a visual for what Brand Management is and what is can do.

Starting at the very top of the image is data which is manually entered into a listening tool such as Biz 360 or Radian 6 in the form of keywords or phrases that you want to monitor. The listening tool then scours multiple online sources for that information and returns all of the relevant (hopefully) results to a human, who either handles the responses or passes the data to someone who can. The human now needs to decide how to respond to the information that was received. If the response is directed at a particular person, then it is a micro response. If it is a response directed at a large group of people, aka for the masses, then the response is a macro response.

Here’s a brief example. Remember the whole Southwest Airlines and Kevin Smith debacle, where they kicked him off the flight for being too fat? Southwest Airlines took both a micro and a macro response. They interacted with Kevin Smith directly via Twitter, email, and telephone; a micro response. In addition Southwest Airlines also wrote a public post on their blog which addressed their community as a whole, a macro response. Micro level responses are always human-to-human based interactions. Macro level responses on the other hand are crafted by a human but are pushed out automatically such as when you publish a blog post; these responses are one to many.

Once the response is developed and pushed out, that response and subsequent feedback needs to go through the company CRM system to track the data and conversation for future use. We then start back at the listening tool again and the cycle repeats. I hope that makes sense!

Your Diva 🙂