Social Customer Experience by Dave Evans & Joe Cothrel

Author:Dave Evans & Joe Cothrel
Language: eng
Format: epub
ISBN: 9781118927120
Published: 2014-03-20T16:00:00+00:00

Figure 6-4: Relative trust in sources of information

Trust manifests itself in a related concept: social capital. Social capital, briefly, is to social media and the reputation of your brand (and you!) what economic capital is to your CFO and your organization. Social capital plays a role in influencer relations: By understanding who your likely influencers are, and by then taking a genuine interest in understanding their points of view, not only do you learn more about how your brand, product, or service is perceived in the marketplace, but you also create the opportunity to gain social capital.

Here’s an example: An influencer contacts you about a speaking date, but you are busy. You can rearrange your schedule, you can simply and politely decline, or you can refer a qualified professional you happen to know, however who is employed by competitor. If you can rearrange your schedule, that’s great. If you can’t, the best social option is to refer someone else who is qualified, because it is this act versus the simple declination that actually helps the person seeking your assistance. It’s like the old retail cliché: “Do you have this shirt in blue?” A response like “We don’t, but I know where you can get it” is the one that is remembered and appreciated. Building social capital works the same way, and it most definitely applies to building strong influencer relations.

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