There is no doubt: 2011 is the year of social media for business. Today we’re excited to unveil Hearsay Social to help companies operate securely, effectively, and intelligently on Facebook, LinkedIn, and Twitter.
Hearsay Social was built from the ground up for businesses with local branches or reps – what we are calling “corporate/local.” Just think about your insurance agent or financial advisor. Or your local coffee shop or fast food spot. Many are part of a corporate brand like State Farm or Starbucks, but what make them thrive are local customer relationships and experiences.
During the process of writing The Facebook Era (first published in March 2009) and subsequently after it became a bestseller and I began keynoting major conferences, we interviewed hundreds of brands and kept hearing the same concerns:
- How do we get a handle on the large numbers of social network profiles and pages being created by our local branches and reps?
- How do we encourage a unique and authentic voice on local pages, while also ensuring they adhere to brand guidelines
- How do we bring local reps and agents into compliance with federal regulations and protect them from legal liability? For example, financial institutions are required to archive conversations, or risk heavy fines. Yet social media conversations go un-archived.
The vast numbers of corporate/local companies share a unique set of challenges when it comes to social media. How do you balance the need for brand alignment and compliance with the tremendous opportunity for local customer engagement? We designed Hearsay Social specifically to help corporate/local companies create, manage, and measure social media efforts down to the zip code. Corporate management can, for example, distribute marketing campaigns and compelling content to the field, which local reps can then select, customize and one-click post to local audiences on Facebook, LinkedIn, and/or Twitter.
We live in an exciting time. Social media is on fire, with four out of five businesses saying it is a top priority in 2011. Marquee brands including State Farm, Farmers Insurance Group, and 24 Hour Fitness have already been using Hearsay Social with tremendous early success (check out our case studies). Like the Internet 15 years ago, social media is disrupting how companies interact with and relate to their customers. We all know new customer paradigms require new solutions. This is why we started Hearsay.
I’m looking forward to seeing how far your business can go with social media in 2011!