Super social media yet to excite membersBY ALEX DUNNIN | MONDAY, 17 MAR 2014 10:35AMSocial media usage by super funds generates much more excitement among the funds themselves than it does among its members, reveals research by Rainmaker. Related News |
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Judith Fiander
CHIEF EXECUTIVE OFFICER
AUSTRALIAN PHILANTHROPIC SERVICES
AUSTRALIAN PHILANTHROPIC SERVICES
When Judith Fiander first walked in the doors of Australian Philanthropic Services her intention was to volunteer for a few months. Fast forward 14 years and she is the chief executive. Eliza Bavin writes.
The underlying premise here is that social media following is the only metric worth looking at. More valuable is consideration of:
> What is the SM strategy?
> Who are the followers?
> Does the follower profile meet the strategy objectives?
> What is the share of voice being achieved by the fund relative to its size?
Above all, the overriding metric must be: 'How does following in social media translate into brand loyalty, brand reputation, improved member retention etc.'
We find that we can't afford not to have a SM presence as this is where people like to share their experiences about the brand and a few select it as their preferred channel to communicate with the brand. So we use social media to engage, educate, raise the profile of our brand but overall, we are there just to listen and reply to enquiries comments and the occasional complaint.