Quick reactions, close collaboration between internal departments, and a well-defined social media reporting structure and framework are all important elements in social media.
At MTN, the social media team forms part of the digital division reporting to its chief marketing officer. "The division has end-to-end accountability and delivers through functions consisting of direct and digital marketing, digital development and e-commerce and digital operations," says Karen van Zyl, social media and content manager at MTN.
"Ideas are generated from two business areas: firstly, any new digital product and value-added services that have to be rolled out; and secondly, as one of the communications channels for brand and marketing campaign launches.
"One element that is executed in the customer relations department through close collaboration with the digital team is online customer service, contributing to online reputation and community management."
MTN's social media reporting structure consists of two elements: benchmarks based on its local and international competitors' performance; and the desired outcomes of each particular campaign.
"We measure ourselves actively against this every month. We look at engagement generated based on the number of posts we put out monthly and constantly try and improve. We use tools such as Fanpage Karma and the insights available on Facebook and Twitter directly. We also monitor sentiment during campaigns, formally report on it and action any fallouts that may be trending in the data in real-time," says Van Zyl. "It's all about people and processes."
Van Zyl will co-present with Dr Hanlie Smuts, GM: electronic channels at MTN, at the ITWeb Social Media Summit 2014 in Johannesburg later this month. Their presentation will include various case studies demonstrating how to approach, implement and measure successful social media initiatives.
They will be among 20 subject matter experts at the summit who will cover a comprehensive range of social media issues. Click here to find out more about the ITWeb Social Media Summit 2014, view the full agenda and register your seat.
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