I've been involved with Social Media since 2002. At that time the choice of sites was limited, but Ecademy.com was doing back then pretty much what LinkedIn is doing now. It was an amazing site and far ahead of its time.
As the years have gone by, I've founded my own networking site and watched closely how Social Media is used in organisations. More often than not, Social is seen to belong in the sales and marketing domain, but I firmly believe that its best ROI comes from the Customer Service area - i.e. the area where you actually get to have conversations with customers and advocates.
I've written this blog today on LinkedIn to explain further.
Please get in touch if you'd like me to present to your team or at your conference, seminar or event: email@example.com
Today, when we have a complaint, we often turn to Social Media – particularly Twitter. These interactions vary from downright hostile on the part of the complainant, through to polite and friendly - however the sheer volume of complaints to organisations through Social Media is on some occasions overwhelming – and it’s no wonder that many brands say that their internal systems aren’t up to the job.