Mediaboss Marketing

Social media is quickly becoming a global force. According to a recent We Are Social study, there are almost 2.1 billion active social accounts worldwide, or 23 percent of the global population. There are now also 7.1 billion mobile connections across the globe, equivalent to one for every person on the planet. With most users opting for multiple connections across smartphones, tablets and other devices in addition to creating multiple social accounts midsize businesses need a way to tap this growing market. But the challenge lies in balancing social media and data security: How do companies forge connections without compromising integrity?

Last Choice

As noted by Marketing Land, social media channels are the least-preferred option when it comes to customer service. Phone and email are neck-and-neck at 33.5 percent and 32.5 percent, respectively, followed by live chat at 21.3 percent and in person at 10.4 percent. Social, meanwhile, is chosen just 2 percent of the time, and 25 percent of users say they never choose social media for customer service. So why the disconnect? Users are clearly active on social media accounts, and the number of social subscribers is growing.

Part of the problem is that social media service lacks a set of structured guidelines. Customers expect to deal with automated phone systems and email ticket wait times, but social response is less well-defined. The biggest disconnect typically occurs when it comes to time: Users want near-instant replies from customer service reps with answers to their specific problem, while companies have a habit of lumping social requests into the larger queue of concerns. Other organizations choose to opt out of using social media service altogether, prompting widespread uncertainty among end-users about how their concerns will be handled and if they will receive any response at all.

First Rule

According to Forbes, however, there is a widening market for traditional industries such as health care to jump on the social media bandwagon and connect with patients, especially as a way to share medical knowledge. The issue? Compliance. Both emerging compliance legislation and legal challenges pose serious risks for health agencies that choose to embrace social media. The Forbes article recommends developing specific metrics for success, establishing an acceptable use policy for employees who will be communicating with the public via social channels, and capturing all interactions in a way that preserves the format of social media communications in the event of a compliance audit or lawsuit.

Midsize companies regardless of industry face the same challenges when it comes to social media and data security. Leveraging these channels properly opens a floodgate of opportunities for customer service and loyalty connections. But if personal data is mishandled or private information is mistakenly made public, then the results could be disastrous. Making the most of social media requires balance. The easiest way to achieve this balance is to design social efforts as joint projects between IT professionals and marketing departments. By making IT governance a foundational aspect of any social media program, midsize companies can sidestep potential privacy issues and instead focus on what matters to consumers: real-time, individualized responses.

The impact of social networking is growing rapidly as mobile connections skyrocket. Tapping into this market requires a willingness to communicate and an IT policy designed to prevent accidental disclosure.

This post was brought to you by IBM for Midsize Business. Dedicated to providing businesses with expertise, solutions and tools that are specific to small and midsized companies, the Midsize Business program provides businesses with the materials and knowledge they need to become engines of a smarter planet.

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Social Media and Data Security: Finding the Balance