Back when Myspace was the reigning social media platform and social media was a curiosity to most business people, many payment professionals concluded it would be a waste of time to spend a portion of their business days interacting on social media.
In contrast, many of today's payment businesses routinely maintain a social media presence on such platforms as Twitter, LinkedIn, Facebook, Instagram and even Pinterest. They have found this to be an effective way to let customers and prospects see a different side of their operations – philanthropic efforts or community engagement, for example.
Businesses also use social media to offer useful information free of charge to people who may someday become clients; promote targeted, time sensitive offers to members of niche markets; and address customer service issues right away, averting what might otherwise develop into public relations nightmares.
Larger businesses can employ staff who devote full time to social media management. Sole proprietors and owners of small businesses often do not have the resources to do that, so they interact on the networks they feel are most important to their customers. This can be extremely labor intensive, given all of the other responsibilities involved in running a business.
To help with this task, companies large and small are using social media management tools. Some of the most popular options include Hootsuite, Sprout Social, Social Studio and TweetDeck. Here's a brief description of each adapted from their respective websites:
By listing these providers, The Green Sheet is not endorsing them; however, if you are interested in trying out social media management tools, they are a good place to begin your research.
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