Glasgow Business . 45
www.glasgowchamberofcommerce.com
Nothing looks worse than a Twitter account or Facebook that’s not updated regularly
T e analytics built into social media platforms are becoming more sophisticated all the time, allowing businesses to glean information on followers’ gender, age, location and busy times of day. In many cases, this will reveal facts which challenge many of the assumptions businesses have made about their demographic appeal. But just as importantly, it provides instant feedback on new ideas and messaging, allowing marketing professionals to tweak their campaigns in real time. While the internet is a great
place to experiment, consistency and tone of voice are important when building an online brand. With this in mind, it is a good idea to create a formal social media strategy and guide, and ensure someone is specifi cally
Strategy is a vital part of how city is doing business
Social media is now a crucial part of many organisations’ communication with customers, partners and other stakeholders. The Chamber itself is no exception, with social media taking a key role in our wider digital strategy, which is centered on the website (www. glasgowchamberof
commerce.com). Members can follow the Chamber on several social platforms (see links below) for regular updates on events, member news and broader information about the city. These platforms also provide a valuable channel for interaction with members, giving us the information we need to serve you better. The Chamber is constantly
looking for new ways to work with members online, to make the most of our shared following and promote Glasgow as a city for business.
Our digital team also works hard to stay on top of the latest developments in social media, to ensure the Chamber remains an example of best practice.
As the landscape continues
to evolve, the Chamber will further develop its online presence to better serve members. While the focus to date has been to serve as an aggregator for news and information about the city, 2016 will see a greater emphasis on the creation of original content, giving members something they won’t be able to access anywhere else.
responsible for its execution. Prompt and well-judged reactions are important when dealing with unhappy customers online. And Winston advises moving
that conversation out of the public eye quickly. “Respond in a way that lets anyone who’s watching know that you’re taking it seriously, but ask them to send you a direct message. “If you handle it well, a
complaint can easily be turned into a positive comment.” Where social media may once
have been seen as a optional extra by businesses it should now be a core part of marketing and customer service. T is means approaching it in a
professional manner, and allocating the resources to ensure it is an asset rather than a liability.
FIND OUT MORE...
www.linkedin.com/company/ glasgow-chamber-of-commerce
www.facebook.com/ glasgowchamberofcommerce
twitter.com/Glasgow_Chamber
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