Recently Amdocs’s Donna Rowlands, director of Market Strategy and Executive Audiences, sat down with David Meerman Scott, a marketing strategist on social network strategies and author of the widely-translated book “The New Rules of Marketing and PR,” to discuss how social media strategies can be implemented in communications services. Amdocs (News - Alert) works with service provider professionals to find the information they need to make informed telecommunications decisions for their organizations.
In the interview, Rowlands asked Scott, a consumer of communications services, how he would like to see social media integrated in services. Scott said that while many companies have hopped aboard the social media bandwagon, his sense is that so many of the telecommunications “are kind of ignoring it.”
Scott explained that in his experience social media “is not really a part of the way that they communicate.”
“It’s as if they’re ignoring a communications revolution,” Scott said.
He said that somebody like him, who travels the world constantly, wants to be able to do business on his time and in the media he chooses.
“It might be a Twitter direct message, it might be an e-mail, it might be an instant message through SMS or the telephone,” he said. “But what I noticed is that so many companies, particularly my phone service provides, require that I contact them on a telephone line and wait on hold forever, which is totally inconvenient for me.”
He said service providers can learn from other industries, though. By looking at the B2B industry, even rock bands or the retail industry, service providers can use these companies as models for how social media can be used as a way to attract people, both as a marketing tool and as a customer services tool.
In particular, companies can rely on the use of Twitter to monitor what is being said, both the good and bad, about companies. He explained that he recently turned to Twitter to relay his feelings for a particular company.
While attending the 2009 South by Southwest Conference, Scott’s mobile device did not work due to spotty coverage from his service provider. After that conference, many customers complained and, at the 2010 conference, it was evident that the mobile provider “had listened,” Scott said. At the next conference, the service provider had extra mobile trucks on location so that they could increase the bandwidth significantly.
Scott tweeted, “I am so excited that they listened,” he said.
Amdoc’s Rowlands then asked Scott whether companies can actually make money off of social media.
While Scott said he is “not sure” that a consumer is going pay for something like this, he did offer that maybe companies can look more closely at how social media can be used in the marketing sense.
“From the marketing perspective, how can a service provider use these tools to reach new providers?” he asked.
He noted that “smart service providers” will be able to make more money from social media if they approach it from a marketing perspective.
Scott has another book coming out this fall about real time marketing and public relations.
David Sims is a contributing editor for TMCnet. To read more of David’s articles, please visit his columnist page. He also blogs for TMCnet here.
Edited by Carrie Schmelkin