Social media – the same but different

In the MRS Conference session on The Dynamics of Engagement, Nissan’s social and digital engagement manager for EMEA and India, Rich Rust explained how the car company utilised social networks to support its business.

“We use social media to broaden research on a business-to-business need and social media allows the building of efficiency around customer relations,” he said.

However, there was a warning from IBM’s Guy Stevens not to treat social media as too different from more traditional channels.

“You must treat problems within social media as the same,” he said. “If there is a complaint, the resolution of a complaint must be handled in the normal way and process.”