Exam Review

Write a Professional Social Media Bio for Your Professional Accounts

- The easiest way to distinguish between personal and professional social mediaprofiles is through your bios. A Twitter bio that references your company and professional title is a clear indication that the account is a professional one. It helps to signal to your audience what you're trying to do with each account, increasing your chances of having a really engaged following.

What is a business policy?

A business policy is a general rule or guideline for all employees to follow in making decisions about situations that occur often. The purpose of policies is to provide direction to management, employees, and customers. Policies tell people what is expected of them and how to handle specific problems. They may be written or unwritten, but they should be clear and reasonable.

brand

All the combined impressions and experiences associated with a particular company, good, or service.

To satisfy customers.

Business policies make sure that customers' need and wants are being met and that customers choose that business over competitors.

To obtain feedback from customers

Business should seek to learn how their customers feel about the policies. If customers aren't pleased, the policies should be changed.

Service policies.

Businesses establish service policies to give themselves a leg up as opposed to their competition. A company may implement a service that others do not to attract customers. Services policies include returns, delivery, wrapping/bagging, installation, and repairs.

Employee policies

Businesses must establish guidelines, so their employees know how to act. Employees follow these policies to make a good impression on customers and represent the company well.

Monitoring and Regulating Employees' Social Media Use

Considering the significant potential liability and other risks employers face from employees' social media use, how far can employers go in monitoring these communications? Although the Fourth Amendment to the U.S. Constitution prohibits unreasonable searches and seizures by the government, it does not apply to private sector employers. While private sector employees have no inherent constitutional right to privacy, employer conduct is limited by common-law principles and federal and state privacy laws. Whether employees are communicating with friends outside the company or with co-workers and business partners regarding work-related projects, employers should have clear policies regarding the use of social media both in and outside the workplace. Employees—who may not realize they can expose employers to risk by posting information on blogs and private social networking sites during work or non-work hours—should be informed of potential risks and aware of the employer's expectations.

Loss of profit.

Customer complaints can eat into a company's profits not only by wasting time, but also by reducing the amount of money it can make on the goods it sells. Many returned goods are resold—but often at reduced prices. Therefore, the greater the number of returns, the greater the loss of income to the business.

When a customer asks:

Customers might need clarification or further details about policies.

Stay calm.

Customers might not understand your explanation or might be upset about something unrelated to the policy. Recognize these situations and stay calm - you are expected to remain courteous even if the customer does not.

When a customer complains:

Customers often complain about policies that they do not fully understand.

To promote goodwill.

Customers who understand the rules will be more comfortable doing business with the company. Clearly understood policies reduce the risk of conflict between customers and businesses and build positive relationships.

Know your audience

Distinguishing between your personal and professional brand isn't just about you; it's about knowing your audience. If your Facebook is very private and confined to close friends and family, you may be able to air grievances or talk politics. But public profiles that can be searched and viewed by employers or clients are not the place to discuss sensitive subjects. There are lots of opinions we may be inclined to express on social media. But maintaining a professional brand on social media means staying positive and stick to topics of interest to your professional audience. Not every topic is right for every social network and realizing that is an essential part of successfully using social media to advance your career and business.

Employees' Misuse of Social Media

Employees may intentionally or inadvertently use social media—whether on-the-job or at home—in a way that poses risks for their employers. While at work, employers may suffer because employees spend too much time on social networking sites, instant messaging with friends, or just surfing the internet. Though these activities may decrease productivity, they may not necessarily result in any additional harm. When employees use social media, however, to harass co-workers, criticize the company or its clients, reveal confidential information, endorse products or services without proper disclosure, or engage in criminal conduct, employers face far greater risks. It is important to keep in mind that employees often create these types of problems not because they are acting maliciously, but instead because they are acting—or posting—without thinking.

Who is responsible for interpreting business policies?

Employees who meet with customers need to interpret business policies to customers. These employees must have extensive knowledge about the policies and must be able to explain them to customers in understandable terms.

Can employers base hiring decisions on information obtained from social networking sites or blogs?

Employers are increasingly turning to social media for information about job applicants. So long as the employer does not violate state or federal discrimination laws, nothing currently prohibits an employment decision based on information an applicant places in the public domain. Nevertheless, employers should balance the need to obtain information against the risks associated with acting on such information if it reveals an applicant's protected characteristics. When using social media to vet job candidates, an employer may inadvertently become aware of an applicant's protected characteristics, such as race, age, sexual orientation, marital status, disability, and even genetic information protected under federal law. Some states also prohibit discrimination on account of sexual orientation, political affiliation, and off-duty conduct. If the employer decides not to hire the applicant, he or she could sue the employer, alleging that the decision was discriminatory. This is the precise reason many employers have stopped requiring applicants to submit certain information with their resume or application; searching social networking sites may reveal such information and open the employer to the very risk it tried to avoid.

Read twice and edit before you post.

Every post you write contributes to people's perceptions of your personal brand. Always post carefully, knowing that others are reading word for word, and never write in haste. Always edit your purposefully chosen words and read through your post twice before pressing send.

Guidelines for interpreting business policies to customers/clients

Every situation is different, but when interpreting business policies to customers, there are some strategies that can guide you in the right direction.

To increase sales and profits.

Explaining business policies effectively can increase sales and profits because customers who are satisfied with the policies will return.

Loss of time.

Handling customer complaints can cost businesses and employees a lot of time. In addition to the time spent dealing with the customer, it may take time to restock returned items, update sales records, etc. As you've probably heard, in business, time is money. The more time a company spends on customer complaints, the less efficient and profitable it is

To guide employees' actions and protect their decisions.

If they follow the established policies, employees will know they are making the right decisions and won't be punished for their actions.

Admit when you need help.

If you aren't sure how to interpret a policy for a customer, don't be afraid to ask your manager to step in. It is better to admit when you do not know something than to pretend that you do know it.

Fix your privacy settings

Maintaining a personal brand means keeping on top of your privacy settings. The goal is not to stop sharing personal stories or photos, but simply to silo the very personal items within a specific circle of social contacts. Look at the types of posts you share on Facebook, from photos to status updates. Consider whether you don't want them to be viewed by any of your contacts-perhaps people you work with or clients you may have added to Facebook. Then go through your Facebook privacy settings and limit these types of posts to the audience of your choice. Other networks allow you to have accounts blocked from public view. Instagram lets you choose who can see your photos while Pinterest has secret boards, giving you the freedom to use these networks in private. By contrast, Twitter is a default public network - don't ever forget that. It's worth noting that if you don't want the majority of your posts to be seen by certain contacts, it might be the time to remove them from Facebook or other social networks altogether. If there's no interaction or engagement taking place on the social network, you likely will not be missed by them either.

Present information clearly.

Make sure policies are clear and easily understood so that customers can be fully informed when making decisions.

Credit policies.

Most businesses offer customers the option to use credit to purchase goods and services. Credit policies determine how these transactions will be handled.

Remember to be consistent.

One of the most important tenants of a great brand is consistency, and it's even more important when it's a person. It's something I constantly remind myself of -- you should do the same

The three aspects of CRM - customer relationship management software implementation are:

Operational CRM - Automation of the support of customer processes that include a company's sales or service representativeCollaborative CRM - direct communication with customers that does not include a company's sales or service representative ("self-service")Analytical CRM - analysis of customer data for a broad range of purposes

Listen carefully.

Pay careful attention to what customers say to make sure you correctly understand the questions or comments. Listening can help you find out if the customer understands your explanation.

Reasons for business policies

Policies are meant to make sure that both employees and customers understand what can and cannot be done. There are many reasons that businesses have policies.

Reasons for interpreting business policies to customers/clients

Policies are useless if customers do not understand them. It is important to interpret policies to customers/clients for several reasons.

When a sales presentation takes place:

Policies can often be used as selling points that encourage customers to buy.

To keep the business running smoothly.

Policies guide the way business situations will be handled and provide a framework for operations.

To ensure fair treatment of customers.

Policies help to maintain consistency from customer to customer. They reduce the chance that businesses will be accused of being unfair or discriminatory. Fair businesses are more likely to retain customers.

Price policies

Price is another tool that is used to set businesses apart from competitors. Businesses establish price policies that will attract their target customers.

Product policies

Product policies dictate what products the business will offer. They help the business reach its target market.

brand promise Step One—Understand the benefit(s) your brand provides to its target customers

Remember, brand promise is not a description of what a company or product does. Rather, it's a message to customers that the brand meets a need or want that is very important to them. A business that wants to bring in lunch for its staff may have dozens of catering companies to choose from. But, your cater-ing business is the only one in the city that provides a full dessert bar, including a chocolate fountain. Your brand promises to give clients a fun, one-of-a-kind experi-ence they can't get anywhere else. Your company knows that its target customers are looking for something unique, and it can benefit them by fulfilling this need.

Promotional policies

Sales promotions are used to attract customers and increase sales. Businesses must set policies to determine how they will promote themselves using contests, coupons, and other forms of promotion

Know when to get personal

Social media isn't about broadcasting news and updates, it's about engaging around topics that interest you and your followers. Including some personality in your professional profiles can do a lot of good - as long as the information positively contributes to how people see you. If you're a business owner, talk about your company culture and the employees that are contributing to your success. Distinguish yourself from other professionals in your industry by sharing your personal interests or skills. As content strategist Jay Baer explained, "When tweeting or blogging or status updating about your personal life, it should be something that actually reveals a dimension of your life, or character, or belief system." A CEO that also competes in triathlons shouldn't be afraid to talk about that, as it might reveal his determination, a commitment to fitness, a drive that continues outside of the business environment. Getting personal is valuable when you're engaging with followers. That said, don't bog down professional discussions and Twitter chats with personal anecdotes. Take stock of the tone of the discussion and respond appropriately.

Step Three—Understand the values and beliefs your brand represents.

Successful brands use brand promise to connect to their customers on a "gut" level. Customers are more likely to be loyal to brands that they feel share their values and beliefs. Here are some examples of popular brands and the values they strive to represent through branding and brand promise

Advertisements

TV, radio, Internet, newspaper, magazine, billboards, flyers, direct mail, etc.)

Step Four—Identify brand promise

The easiest way to get information about your business's brand promise is to talk to your manager or supervisor about it. S/He should know what it is! However, if s/he doesn't, perhaps you can discover the answer together by talking to upper management and completing the steps above.

Who establishes business policies?

The managers of a business are responsible for setting policies to guide operations.

Factors that influence which policies are needed

The nature and character of the business. Business image. Goals of the business

After the sale.

The relationship between a business and a customer doesn't come to an end when the sale has been made or the deal has been finalized. There are still many more touch points a company can use to reinforce its brand promise, such as:• Shipping/Delivery• Installation• Follow-up (e.g., a salesperson might contact a customer to thank her/him and make sure the product is satisfactory) • Customer loyalty programs• Customer satisfaction surveys• Warranties/Rebates• Dealing with problems or complaints

Before doing business with the company.

There are many touch points that occur before a customer and a business "meet" for the first time. Examples of these touch points include

Snap pictures with care.

They say a picture is worth a thousand words, and nothing is truer on social media. Your pictures say volumes about your personal brand, so look closely before you upload. Keep drinks out of view and be careful about certain social situations, especially if you are trying to present a more professional personal brand. Pictures of family members and pets can certainly enhance your brand, but only when done appropriately.

Step Five—Incorporate brand promise into all of your daily activities.

To be successful, a brand promise must be consistently delivered. No matter what your job is, you should incorporate your company's brand promise into all your daily work tasks. If your brand promises customers the benefit of convenience, you might be able to incorporate that promise into your work designing your business's website. If your brand promises customers the benefit of being on the cutting edge of style, you might be able to incorporate that promise into your research of the latest fashion trends. If your brand promises customers the benefit of family fun, you might be able to incorporate that promise into your work by greeting children warmly and making sure they have crayons and coloring books. The possibilities are endless—there are thousands of ways for employees to reinforce brand promise each and every day.

While doing business with the company

Touch points that take place during a customer's purchasing process with a company may include:• Engagement with salespeople and other employees• Interaction with the company's website• The physical aspects of the business (location, facilities, cleanliness, overall atmosphere, etc.)• The delivery of a service (e.g., haircut, oil change, medical check-up)• A good itself (appearance, packaging, ease of use, etc.)

Act friendly.

Treating customers in a friendly manner will make them feel more comfortable and will make them feel that you care about their needs.

To reduce misunderstandings and ill will.

When conflict arises, policies can help keep two parties on the same page. They save time and effort for both businesses and customers.

Loss of sales.

When customer complaints go unresolved, the business stands to lose those customers' current and future purchases. In addition, unhappy customers often express their dissatisfaction to friends, relatives, and coworkers. The number of sales lost to this negative "word of mouth" can be alarmingly high!

Loss of reputation.

When customers spread the word that a business doesn't care about their satisfaction or has not resolved their complaints appropriately, the business's public image is damaged. And, once a company gains a bad reputation, it can be very difficult to reverse it. Today's businesses face the unique challenge of existing in a world where information travels at lightning-fast speeds—one angry customer can get online and reach thousands of others with just a few clicks of the keyboard.

To build a clientele.

When policies are understood, customers are happy, and when customers are happy, they become loyal. Loyal customers will help build your customer base by spreading the word about the company to others.

When do employees need to interpret policies to customers/clients?

While policies should always be written and available to customers, these policies might need further explanation certain situations

Know your business's policies.

You need a thorough knowledge of your business's policies in order to explain them to customers and answer their questions. To learn the policies, read the written handbook and speak to your manager about any unwritten policies.

slogan

a memorable phrase used to advertise a product or brand. Here are some slogans you might recognize

primary dimensions

are those inborn differences that cannot be changed, such as age, race/ethnicity, nationality, sexual orientation, and certain physical and mental traits and abilities.

credible

believable

Step Two—Understand what makes your brand stand out from the competition.

brand promise shows what makes the company extraordinary! What does your company do that other businesses can't or don't? This doesn't only apply to the goods and services you offer, but also to the overall feeling and experience customers get when interacting with your brand.

Technology Considerations of CRM - Customer relationship management softwareThe basic building blocks of a CRM - Customer relationship management software include

database to store customer information. This can be a CRM specific database or an Enterprise Data warehouse.Operational CRM requires customer agent support software.Collaborative CRM requires customer interaction systems, (e.g. an interactive website, automated phone systems etc.)Analytical CRM requires statistical analysis software as well as software that manages any specific marketing campaigns.

authentic

genuine, true

logo

is a symbol or design that is associated with a brand.

complaint

is an expression of dissatisfaction

touch point

is any interaction between a business and a customer or potential customer.

brand promise

is the specific benefit that customers can expect from using the good/service and interacting with the company.

React with caution.

rarely react to others' posts immediately, especially if there is snark involved, because I'm likely to respond emotionally. Wait a bit and think twice before you respond, even if it's all in jest (especially if you don't really know them). Posts are often taken out of context and can severely damage your personal brand. You never know what others will do with your response, so act without emotion.

Brand loyalty

refers to customers' level of commitment to buying the brand.

Brand awareness

simply refers to how familiar customers and potential customers are with the brand.

Analytical CRM - Customer relationship management software

softwareAnalytical CRM analyses customer data for a variety of purposes including:Design and execution of targeted marketing campaigns to optimize marketing effectivenessDesign and execution of specific customer campaigns, including customer acquisition, cross-selling, up-selling, retentionAnalysis of customer behavior to aid product and service decision making (e.g. pricing, new product development etc.)Management decisions like financial forecasting and customer profitability analysis

Collaborative CRM - Customer relationship management software

softwareCollaborative CRM covers the direct interaction with customers via a variety of channels, such as internet, email, automated phone (Automated Voice Response AVR), SMS or through mobile email. Of these, feedback through SMS or mobile email provides greater efficiency relative to alternative channels. Part of this has to do with the ease of use of particular feedback channels

Aspects of a CRM - Customer Relationship Management software

softwareCustomer Support is often considered as the key differentiator in a fiercely competitive market. The "Case management feature" of the Customer relationship management software empowers a business to deliver timely, accurate, complete and clear information to customers. The customer service desk can easily open, track, report on and close calls allowing managers to prioritize the workflow.

Operational CRM - Customer relationship management software

softwareOperational CRM - provides support to "front office" business processes such as sales, marketing and service. Each interaction with a customer is generally added to a customer's contact history, and staff can retrieve information on customers from the database as necessary.

Publicity

unsponsored mentions of the brand or business in the news)

Word-of-mouth marketing

what other customers are saying