????社交網(wǎng)絡(luò)已經(jīng)走進(jìn)了公司。大約十年前，馬克?扎克伯格在哈佛大學(xué)（Harvard）的宿舍里創(chuàng)辦了facebook網(wǎng)站。十年后，幾乎所有大公司（以及許多小公司）都開始使用社交工具銷售產(chǎn)品與服務(wù)，招聘和管理員工，以及處理消費(fèi)者投訴。美國(guó)研究機(jī)構(gòu)CMO Survey二月份對(duì)營(yíng)銷高管進(jìn)行的一項(xiàng)調(diào)查發(fā)現(xiàn)，受訪者預(yù)計(jì)在五年內(nèi)，公司營(yíng)銷預(yù)算中將有21.6%用于社交媒體銷售，而目前這一比例只有8.4%?！敦?cái)富》雜志（Fortune ）對(duì)企業(yè)界進(jìn)行了一次調(diào)查，同時(shí)與部分領(lǐng)先的數(shù)字平臺(tái)進(jìn)行了交流，以期找出最佳的社交媒體用戶。共同的思路是什么？這四家公司和一家研究實(shí)驗(yàn)室并不是用社交工具來(lái)代替客戶服務(wù)、營(yíng)銷、招聘和協(xié)作，而是利用社交媒體讓目前的工作變得更加出色。

最佳客戶服務(wù)

美國(guó)捷藍(lán)航空公司

滯留旅客喜歡在Twitter和Facebook上發(fā)泄不滿。捷藍(lán)航空會(huì)對(duì)這些不滿認(rèn)真回復(fù)。

????網(wǎng)站及社交媒體賬號(hào)：jetblue.com; @JetBlue

????如今，滯留旅客的投訴會(huì)像病毒般擴(kuò)散。而即使有海量的信息，捷藍(lán)航空（JetBlue Airways）還是會(huì)及時(shí)回復(fù)。紐約營(yíng)銷公司Likeable Media的董事長(zhǎng)戴維?柯本說(shuō)：“與捷藍(lán)航空相比，其他航空公司的響應(yīng)速度太慢。”

????捷藍(lán)航空早在2010年就成立了專門的社交媒體支持團(tuán)隊(duì)。團(tuán)隊(duì)的26名成員與呼叫中心的同事接受過(guò)同樣的培訓(xùn)，也可以改簽機(jī)票。

????如果有機(jī)場(chǎng)關(guān)閉或氣候延遲信息，捷藍(lán)航空首先會(huì)在公司博客上發(fā)布。當(dāng)因意外事件導(dǎo)致團(tuán)體改簽時(shí)，捷藍(lán)航空更喜歡通過(guò)電話這種傳統(tǒng)方式，與滯留旅客進(jìn)行溝通。但在有需要的時(shí)候，社交媒體團(tuán)隊(duì)也可以協(xié)助客戶訂票，以及通過(guò)Twitter或Facebook信息與乘客進(jìn)行交流?！鹚?曼蘇爾

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????The social network has gone corporate. Almost a decade after Mark Zuckerberg started the facebook in his Harvard dorm, virtually all major businesses (and plenty of small companies) are using social tools to sell goods and services, hire and manage employees, and handle customer complaints. Marketing executives polled in February by the CMO Survey say they expect in five years to spend, on average, 21.6% of their marketing budgets on social media outlets, up from an average of 8.4% today. Fortune surveyed the business community and talked to the leading digital platforms to find best-in-class users of social media. The common thread? The four companies (and one research lab) aren't using social tools in place of customer service, marketing, hiring, and collaboration. They're using social media to make their existing practices better.

Best in customer service

JetBlue

Stranded customers love to vent on Twitter and Facebook. JetBlue actually responds.

????jetblue.com; @JetBlue

????These days complaints from stranded passengers can go viral. But even when there's a heavy volume of messages, JetBlue Airways (JBLU) responds in real time. "Every other airline is slower to respond in comparison to JetBlue," says Dave Kerpen, chairman of New York-based marketing firm Likeable Media.

????The airline has had a dedicated social media support team since 2010. Its 26 members have the same training and ability to rebook flights as their call-center counterparts.

????The first place the airline turns when it has news of airport closures and weather delays is its blog. When unexpected events force mass rebookings, JetBlue prefers a good old-fashioned phone conversation with stranded customers, but in times of need, the social team can also assist customers -- booking and simultaneously corresponding with the passenger via Twitter or Facebook messages. --Iris Mansour

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