As I mentioned in a previous post, there is a clear process companies need to follow to have a successful social media presence. In the article, Social Media and Customer Dialog, the authors explain the 3-M framework. The 3 “M’s” stand for the Megaphone, the Magnet, and the Monitor.
The Megaphone is identified as using social media to promote certain things for a company. For example, a company can promote contests or advertisements via social media. It is important to establish a clear message of intent to your consumers.
The Magnet is identified as engaging in the conversation with consumers. The dialog between company and consumer is where loyalty and trust will be gained. The Magnet can act as a way to receive consumer feedback and readjust a company’s strategy. This will also add legitimacy to onlooking consumers. Customers like to see an interaction between companies and their constituents.
The Monitor is identified as a way to keep an eye on what consumers are saying to each other about the company. It is always smart to know what your customers are saying about you to each other.
Once a company has implemented this 3-M Framework, things will run very smoothly. As Stephanie has stated below, Starbucks has become a company with a very successful social media presence. They have created their own company run social media site called MyStarbucks Idea. This site acts as a forum where all 3 “M’s” work hand in hand. Starbucks can make announcements to its customer base as well as hear ideas from other customers that they could possibly use.
Starbucks has always been at the forefront of social media and integrating technologies into stores. For example they integrated iTunes into individual locations to enhance customer experience. Its forward thinking has kept Starbucks a successful company, still taking in around $9 billion a year.
It will be exciting to see how and what the company implements next.
This video below explains Starbucks idea of engaging customers in its marketing campaign by using social media as its primary platform.
By Adam Okimatsu