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Tag: Social Media Reviews

Digital Competitive Intelligence Strategy

Competitive Intelligence is something that business has done for decades in one form or another. From mystery shopping to market research using various methodologies, everyone seems to be spying on everyone else. However, many businesses have been slow to consider using social media and online research, for competitive intelligence, as a way to increase market share and to gain an overall competitive edge.

For the purpose of this blog post, we will zero in on the aspects of using online resources as a way to gain digital competitive intelligence. As artificial intelligence and algorithms continue to perfect, so does the need for good software. Social listening and analytic software options are plentiful and the financial commitment for using them can be huge.

The Forrester Wave™: Social Listening Platforms, Q4 2020

According to Forrester, vendors that can provide advanced analytics, brand measurement in visualizations, and broad tech integrations, position themselves to successfully deliver enterprise-wide consumer and social intelligence to their customers (Digimond reports from the study and is named as one of the top software providers).

Digimind is a Strong Performer

In 2020, a Forrester’s customer survey found that 59% of respondents incorporate social data into market research data sets, 57% into voice of the customer (VoC) data, and 48% into audience segmentation.

It is important to mention that while social data plays a significant role, data collection from non-social media data can be equally important.

Social Media data for competitive intelligence was something we covered in a previous blog.

According to Hootesuite, social media competitive analysis, includes the following:

  • Identify who your competitors are on social media
  • Know which social platforms they’re on
  • Know how they’re using those platforms
  • Understand how well their social strategy is working
  • Benchmark your social results against the competition
  • Identify social threats to your business
  • Find gaps in your own social media strategy

Online Research Strategy Steps

The Importance of Media Monitoring for Businesses on a regular basis with ongoing detailed reporting. Select your brand with at least two top competitors and gather intelligence on a regular basis.

A Competitor Website is home to a great deal of information that can be used for competitive intelligence. From product and pricing information to new product launches to press releases.

Review and support sites should be monitored as well. Customers are very vocal online, providing a good deal of detail of product reviews.

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Customer Trust – Glass Half Empty or Glass Half Full?

How does a business gain customer trust? How does a business gain trust in uncertain times? Very important questions. It requires some real thought. The quietness we are all in is the perfect time to step back and evaluate. Soon businesses will reopen and begin new business’ models for the times we are in. Customer trust is critical for survival. In my opinion, it has never been more important.

Winners and Losers

I have seen CEO’s posting in Linkedin about what they are currently doing to retain customers. They are, in part, establishing brand trust. A large restaurant chain offered a catering style dinner delivered, with the exact specifications of the customer. I mark that one a “glass half full” rating because they are pivoting to the new norm. Not to mention the convenience they are offering those families who are home schooling kids while working full time jobs. Great job TGIFridays! They took it a step further by offering to go Meal Kits. I love this and I bet their customers do too. When you check out their website you see true transparency. Another win!

Ice Cream Chain Confuses Customer

An ice cream chain of restaurants are an example of “glass half empty” rating. I recently stumbled on this Facebook post by an unhappy customer.

Customer waits for almost 30 minutes in a drive through lane, trying to bring home ice cream treats for the family perhaps, only to get to the window to read a sign about COVID-19 PPE requirements for the first time. Better yet, I checked out their website, and there is nothing there about COVID-19. No messaging whatsoever. It is like COVID-19 is not even happening in their world. Zero transparency. Notice that this post was commented on by 186 people, but who knows how many people viewed it without leaving a comment. As I scrolled through the comments, a few people discussed how the customer service at this location has been deteriorating for some time. Sadly, this business will never see this post because they are not listening well online.

Social Media Impact & Reach

Social media usage is up right now, which makes social media listening for customer service even better. Leaning in on social data now will help build customer trust.

People in general, your customers, are stressed. They have certain expectations for the businesses they love. What do you think will happen when this is all over and the ice cream store is open for dine in? Would you remember this experience and try out a new ice cream store instead? Let me take it one step further. Let’s say this customer does try out a competitor and they find that their product is not as stellar but their customer experience is fantastic! Speed, delivery and a smile. Recovery from this kind of poor customer service is long lasting. Who can afford that right now?

Leaning in on Customer Insights

The word cloud is a great visual of what we are feeling right now. Another “glass is half full” award goes to ChatDesk and their recent blog post on “How Are Your Customers Feeling About Coronavirus / COVID-19?” Excellent Social Media Listening! It pretty much recommends that we all put ourselves in our customer’s shoes right now.

Listen Like This

*Blog by: Kathy Doering, President of Ann Michaels & Associates. The above example is only one way in which we listen on behalf of our customers. If this is something you would like to see up close and personal, please schedule a demo with use here.

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Social Media and Customer Service

The secret is out in living color on the cover of Consumer Reports – how to use social media as the last chance way to get some attention when unhappy with a product or service. This issue shares secrets to great customer service, and social media use is one of them.
Consumer Reports states that 84% of consumers who posted complaints to social media used Facebook.
The report goes on to suggest that social media can be a highly effective way to resolve customer complaints, even when other approaches fail.


JCPenney is one retailer that was cited as having great customer service via Twitter.


When a customer reached out by phone and learned of the hold times, she quickly went to the company’s Twitter page. She said that their phone wait times were “nuts” and within minutes a representative quickly tweeted a reply. After a bit of back and forth, the issue was resolved.


As the chart indicates, the under 25 demographic shows an indication that they will be the ones who will expect this type of service moving forward, so making sure those wait times are on target will be well worth the effort.

Ann Michaels & Associates, a leader in Customer Experience and Social Media Management, conducted a study on this very topic

How long is too long when it comes to receiving an answer to a product or service question in social media?As the Consumer Reports article shows a consumer expectation, Ann Michaels & Associates set out to look at the disparity between what consumers expect as far as wait time for brands to respond to consumer concerns vs what is actually happening.on social.
The study was initiated when it was evident social would serve as a customer service channel – take a look at consumer expectations vs brand response and learn how response time on social shifted over a three year period.
Click here to find out the results

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