The Brandwatch case study I looked at, explains the story of IKEA establishing social media as a channel across their organisation. In the following, I have compromised a summary of the case study to provide you with an insight to IKEA’s way to becoming socially intelligent.
Working together with Brandwatch Vizia, IKEA created a so called ‘Listening Hub’, which included a social media command center in order to detect, share and distribute insights across the firm. During the first three months of the program, the Brandwatch team was able to detect 19 instances online, one which showed that there a differences in perception of the brand’s customer service across different regions.
This was found by analysing conversations and posts on platforms such as Twitter, Facebook, LinkedIn, Youtube, Pinterest, Blogs and Online forums. By doing that, the digital development team found that these differences in perception were mainly apparent in the USA and UK. Having found this, they shared this insight with the customer support and marketing teams, which was crucial for them to know in order to act upon these complaints.
Embedding this social element across their organisation, IKEA allowed that information is shared and directed to the appropriate departments for action, creating a ‘culture of experience sharing’. The instances that were found in only a short amount of the program running, have proven to IKEA that social data can be beneficial to its operations and so this initial step has laid down the path to becoming a genuine intelligent business.
Something to take away:
We live in a world where consumers have great power and influence on a company’s reputation online and therefore social media is an increasingly relevant topic for anyone in business.
Realising the benefits of social data can help improve business operations and create an organisational culture that is based on sharing information and experiences.
https://www.brandwatch.com/blog/ikea-assembling-a-listening-hub/