In the fall of 2009 the Big Ten Network launched an online Customer Service Application (CSA) system developed by Digital Active Online. The system starts with a contact form embedded into the Big Ten Network website. The form includes a series of filters allowing the user to select the category and subject of their issue. Whenever applicable, the form offers text to possibly address the user's concerns preemptively. This feature functions as a dynamic FAQ where the text can address up-to-the-minute issues and then be revised or removed when the issue has been addressed. "The system has worked better than we anticipated," said Mike Vest, Media Relations Manager for the Big Ten Network, "...through website statistics, we have seen about 1/3 of the people who clicked on the contact form actually submit it. This means our viewers are getting answers, before having to submit the form to our staff."
A ticket is created for submissions through the form. The ticket is stored, sorted and assigned to appropriate staff personnel. The system also includes reporting tools that allow the Big Ten Network to track issues and flag "frequent venters". Furthermore, for common replies, a knowledge base of responses allow Big Ten Network staff to respond with one click. The knowledge base of replies is editable and searchable, saving time and ensuring consistency when replying to viewers.

By Todd Ross
Recently, I wrote about a presentation from John Hill in which he offered this analogy of social networking sites: LinkedIn is like the boardroom, Twitter is the water cooler and Facebook is the bar. It makes sense. People should not post photos from their Cancun vacation on LinkedIn, and boardroom details fall flat on Facebook.

So when is Facebook valuable for a business? For most organizations, Facebook should only be an extension of their online presence. In researching an organization recently, I came across a professional services group who had a fantastic Facebook presence, but at the same time their website site was a "Coming Soon" splash page. In the online world, that is like having a billboard displaying a business address that doesn't exist. Facebook is a great way for a business to develop and maintain a community who has an interest in their organization. However, businesses should first have a website that clearly communicates their services and provides fresh content. If not, and you agree with Mr. Hill's analogy, then it would appear there is no boardroom and that business is focused on the water cooler and the bar.

The other risk of relying on Facebook as a primary web presence is not everyone is "Facebooking". There are a number people who will not participate. Period. So if you are trying to extend your brand solely through Facebook, you are writing off that segment of your market. Adding to that point, Facebook is evolving, and some of the changes concern current members in terms of privacy issues (see the links to the articles below). The backlash from those fearing privacy issues may not result in Facebook losing its overall numbers, but some users may stick to the social-end of the pool, avoiding interaction with business pages.

Social media can be a powerful tool for businesses, but for the most part, it is just that: social. Developing and maintaining a website should, in most instances, be the first priority.

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