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Prioritisation as part of social media engagement

The third part of the social media engagement model I recommend to brands is Prioritisation and Classification. Here’s how it works.

If your listening strategy results in a large number of relevant mentions, it is likely that you will need to prioritise at some point. That way you can deal with the highest priority items first as these are the most likely to escalate quickly before you get chance to evaluate or respond to them.

  • High priority mentions will probably include potentially damaging comments about your products or services, or issues that could have – or already are having – a direct impact on revenue or reputation.
  • Medium priority mentions might include relevant mentions about your organisation or a competitor, such as complaints or compliments.
  • Low priority mentions are most likely to cover blog or forum posts where you get a passing mention or general comments about the company, products or services.

Another way in which to identify those mentions that require a response is to classify them. This can help distinguish comments on products – and even different products – from customer service issues, for example, and general competitive references from news and announcements. It can even be used to segment potential sales leads for quick and easy follow up. This is particularly useful when there is a cross-departmental social media team with different areas of responsibility and, when combined with an appropriate listening platform, can form the basis for routing comments directly to the people who need to respond to them.

On Monday I will address the fourth stage, Escalation.