Our social media strategy is based on three pillars: Reputation, Service and Commerce. Commerce is the more challenging component of our strategy. Few companies have successfully derived revenue from social media, but we aim to be among those that do. We can do that by working efficiently. For instance, if we answer one question publicly, we answer it for everyone with the same question. As a result, we get fewer calls to answer. Another return on investment is improved online sentiment and an increase in brand ambassadors. What’s more, we are equipped to sell tickets and measure all conversion to our website.
Today KLM published a series of blogs about their successful online strategy. For me, KLM provides the best example of how a company can effectively use social media to enhance its brand and its service to customers. Their Twitter-team helped me once or twice when I had problems with my ticket and I was surprised how quick and professional they operated. I swore eternal loyalty to KLM when at the airport I found out that they upgraded my ticket. It’s all so very simple.