Customers expect 'instant gratification' from social media - Macmillan's head of digital on why it pays to be responsive
Customers will “swiftly move to other brands” if they do not get the “instant gratification” they have come to expect from social media, warned Macmillan Cancer Support head of digital, Amanda Neylon.
“Customers want answers, and they want them through social media, if your brand is not ready and equipped for that, they will swiftly move to other brands for further engagement. Being responsive shows that a brand is committed to its customers in providing exceptional customer service,” said Neylon.
A judge at this year’s Social Buzz Awards, Neylon has been with Macmillan Cancer Support for the last four years and claimed that social media is now “fundamental” to all charities as it provides “a great communication, fundraising and awareness raising medium”.
It can be hard to know what to say or do when someone has cancer. Often all they need is a hug http://t.co/IRQ1Z7ggEM pic.twitter.com/WaNeqJUXQB
— Macmillan Cancer (@macmillancancer) July 14, 2015
“Smaller brands and charities without big budget and resources can aim to achieve cut through against bigger players in the market place and achieve their objectives using social media. We engage with over two million people through social channels,” commented Neylon.
Affordability, engagement and tracking are just some of the benefits Neylon believes social media can offer charities, with the plethora of channels available to have a presence on a decision that should not be taken lightly due to the “effects on resources and long term social media strategy.”
“It’s important to understand all social channels, emerging or not, and how the changes to established ones can either be put to good use for the brand, or negatively affect it,” she explained. “At Macmillan we test things out before we fully jump onto an emerging social channel.
“That means making sure we have a strategy and commitment to it and that we understand the trajectory of that channel’s future development, niche and how it would complement or jeopardise existing channels and influence followers’ behaviours…The attraction for us lies in the channel being used by the people we want (or want us) to engage with.”
Coming from a strong digital background Neylon revealed, in her mind, social media had finally gained its rightful place as standard in the marketing mix but “some charities are still struggling with giving social the necessary recognition it deserves compared to other more traditional marketing channels.” Adding there are a few that still see it as a “response mechanism rather than a channel in its own right.”
“It takes a lot of resource to really do the best job for customers, which can be tough when staff are constantly pulled in different directions,” she sympathised.
Of social media fails Neylon admitted Macmillan, like most brands, has made “mistakes and misjudged situations,” last summer the charity was accused of hijacking the ALS Ice Bucket Challenge craze when it crossed the Atlantic and swept the UK.
“What we have learnt from our social media mishaps - #fail – is to be transparent, open and stay true to our identity – and raise our hands when we got it wrong,” she added.
As a judge at the Social Buzz Awards Neylon revealed she’ll be keeping a watchful eye for “entries that have integrated the social experience as part of their wider digital strategy” and entrants that have been “smart about which platforms they use” as well as those who have “delivered truly engaging and shareable content”.
“Even if the outcome was different than intended, which happens a lot in social, the understanding of the what, hows and whys are critical,” she said.
The Deadline for entries to the Social Buzz Awards is Friday 14 August with an awards ceremony set for Wednesday 25 November at the Marriott Grosvenor Square in London.