Channels for using Social Media:
While the uses of social media are evolving daily as the platforms and tools change, the following are three general areas of opportunity for Logistics companies to leverage social media.
Social Media for Public Relations
Social media can be used as a tool to listen to, and engage customers. It can also be used as a way to share content and establish you as a thought leader in a specific market or niche. Know more than anyone else about pallet optimization, or ecommerce order fulfillment? Talk about it online. Think quality content that people want, not disruptive promotional sale pitches. This engagement can happen through blogging, participation in online communities, or other social media platforms. It is also an effective tool for understanding company perception in the marketplace as well as industry and competitive information.
Social Media for Employee Communication and Operations
Social media platforms are built largely for the simple purpose of facilitating communication. Many assume this has to mean communication with customers – but why not internal communication with or amongst employees? Companies with large field workforces (truck drivers, truckload field sales reps, etc.) can use social media to create and maintain a connection that improves day to day work performance as well as a cultural connection with peers. This was the original reason Twitter was created. Many companies are now using social media as their number one recruiting tool.
Social Media for Sales
Like any marketing tool, social media can drive sales and build brand awareness. It drives website traffic through the inherent Search Engine Optimization benefits. Customers and potential clients associate a company they see is active on the internet with specific services and contact that company when there is a need. For example, people in the market for a new Logistics Software system or ecommerce order fulfillment services WILL ask questions and for recommendations somewhere online. By “listening” in social media, potential clients indentify themselves – smart companies are there when they do.
