Mass communication on social media: Strategy for scaling up personal conversations

Abstract

Social media have changed the name of the game when it comes to successful brands to consumer communication practices. More and more people are interacting with their favourite brands by means of Twitter, Facebook and other social media platforms. The problem is that the sheer number of social media users makes it near impossible for businesses to personally interact with each and every fan. This paper describes how to build and utilise an optimised dialogue decision tree. This model is in essence, scripted dialogue, but it allows for personal involvement and customisation as it is not automated. Using this model, Israel’s Ministry of Foreign Affairs was able to talk to 10,000 people in about one week — and with only two community managers. This shows that businesses can interact with every single fan in a personal way and they can increase customer satisfaction and overall revenue. The challenges presented by social media are also inspiring because they are also opportunities for growth.