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Is Your Business Social Cheat Sheet by

Determine if your business is social
test     social     business     marketing


Is your Business sincerely interested in listening to customers and empowering employees to have an open conver­sation with them? To help you find out, here is a short Social Business test


You are not a social business if you leave people on hold for 30 minutes. If you do that, the message to customers is ‘we don’t want to talk to you’. I am proud to work at Rackspace where on average it takes customers 6 seconds to connect with a person who cares.
You are not a social business if the emails you send to customers come from ‘do not reply’. Think about it: you are talking to customers and telling them, “Please don’t even try to talk to us, we don’t care, your email won’t even make it”.
You are not a social business if you don’t publish your contact inform­ation on your site and encourage customers to contact you. How many times have you as a customer navigated nests of pages to try to find an email or 800 number? How many buttons does it take in your phone system for a customer to speak with a human?
You are not a social business if you don’t have a formal customer feedback process, that gives the team designing products and services the opport­unity to understand what customers want. A system that makes it easy for front-line customers to pass feedback, makes it easy for customers to volunteer feedback, a system that collects and summarizes it, and a product develo­pment team that reads the summaries and acts on it.
You are not a social business if at least everyone in marketing spends time with customers every week. When I was respon­sible for social strategy for a F500 company back in 2004, every single employee in a division of many thousands was required to spend at least 4 hours intera­cting with our customer community. Ask your team, when was the last time they spoke with a customer (and listened)?
You are not a social business if you don’t empower front-line empowers to help customers. If you don’t allow them to have an honest conver­sation with customers.
You are not a social business if you speak to customers in a different language: you can’t connect with customers if you talk to them in consul­tan­t-s­peak, corpor­ate­-speak or market­ing­-speak (I am trying, it is hard). Talk to people like people, like you would if you were having a conver­sation between two humans (you are).
You don’t have a social business if your social media team spends most of their time fixing customer problems via Twitter and broadc­asting self-c­entered commun­ica­tions and discounts via Facebook.

Social Maturity Model

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