In lieu of the Social Media Week frenzy, it seems only appropriate to focus on social networks making the headlines, as well as the increasing pressure being put on companies to improve their social media engagement strategies in an attempt to create deeper engagement and attract more loyal customers.
PRSA’s “Friday Five” post — an analysis of the week’s biggest PR and business news and commentary — looks at the customer as the driving force behind growing social networks and the rise of mobile technology. In many cases, customer engagement, reaction and interest in a brand can be very telling of whether or not that brand will thrive. This week, we explore the growing need for brands to improve the customer experience as a way to build and fortify their consumer/member relationships. We also look at opportunities that some newer social networks, such as Google+ and Pinterest, offer to bridge the business to consumer gap.
Why User Experience Is Critical to Customer Relationships (Fast Company)
Fast Company expert blogger, Brian Solis, discusses the importance of user experience (UX) when designing any new media strategy. This is part one of a limited series on the need for brands to employ UX in new media strategies to improve customer experiences and engagement. These days brand must consider more than just positioning themselves on the right channel to reach customer audiences and create richer relationships through engagement. Solis argues that brands competing for loyal customer attention must integrate UX into their new media strategy, with an end in mind where the means to that end is efficient and optimized for each channel.