The Social Media Decision Tree

Social Media is about relationships. As such monitoring the social media space is essential to find out what your customers are talking about and their perceptions of your brand, products and services.

The engagement part of this is to make sure that you address your customers questions, concerns and complains in the right manner. Failure to do so can be disastrous as everything occurs in an open and transparent manner, where bad publicity can spread across multiple social networks like wildfire, destroying brand equity and bring an onslaught of negative product sentiments.

This is especially important if you actively manage a social platform like a Facebook Page, Twitter Account, YouTube Channel, Blog etc. You want to avoid a similar fiasco that happened to Nestle and most recently HTC Singapore on Facebook.

So when you do get feedback, be it positive or negative, when should you respond and how do you do so?

The guys from the Altimeter Group ( have crafted an awesome decision tree / social media triage which serves as a great reference for any business.  

This is taken from their Social Strategy Webinar “Getting your company ready” –

Posted via email from The Digital Marketer

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2 thoughts on “The Social Media Decision Tree

  1. Hi Peter,

    Thanks for your comment. I’ve read your post about Facebook and here are my thoughts.

    The power of social media as a platform is that it allows people to communicate and share information easily. It allows members within a social group to keep in touch with each other and I would say on a personal level that Facebook has enabled me to keep in close contact with my friends and family, being updated on what they have been doing, eating, watching via a variety of mediums – Photos, videos, status updates – to the point where I feel like I’ve never left (while in reality, I’m 1,600 miles away).

    However, having said that, such mediums (and again Facebook is a good example) do encourage very bad communication habits with equally terrible consequences, most of which you’ve pointed out on your blog.

    I feel that this happens because it has become far too easy for someone to broadcast, share and talk to each other in the social space; so much so that it reduces any personal accountability to what you say; because you don’t actually say it out loud.

    As for your original question – Yes, I do think Facebook is sustainable and here to stay. As a platform, it offers far more advantages both on a personal and business level. Every platform has it’s downsides and there are far more controversial ones (Think of the early years of Internet Chat – MIRC for example) as well as the more recent Chatroulette.

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