Belron, the parent company of Autoglass is using Radian6 from Salesforce.com to find out what people are saying about its brands on social media sites.
Naz Latif, group social media manager, said the company monitors threads of conversations looking for negative and positive customer feedback, as part of an internal goal to improve customer engagement in 2011.
While Latif recognises consumers would not normally want to engage with the company through social media, monitoring and interacting on social media sites has helped to improve public perception of the company.
"We see social media as an integrated marketing plan for our business. We are now running an integrated TV and Facebook campaign. The public are encouraged to go to the Autoglass Facebook page and upload a video using Autoglass's Facebook app. The winning entry will be offered a chance to star in the company's next TV advert," said Latif.
Autoglass used feedback from Facebook when it created a spoof video for April Fool's around repairing iPhone screens. She said: "We got 20,000 views and people were talking about it online."
Radian6 allows Belron to scrap the web, looking at as many sites as possible to find negative and positive sentiment. It presents a dashboard, allowing users to drill down to find out exactly what people are saying or thinking about the company.
Radian6 has been rolled out to 18 business units, with one person from customer service and one from marketing at each business unit tasked with monitoring social media sites. Latif said: "We identify all keywords, brand names, mis-spelled names. We go into Radian6 two to three times a day, and try to respond in real time."
This has allowed staff to respond to people's complaints or queries directly through social media.
"People are happy to see we are listening on social media. They are tweeting and writing on their blogs saying 'it's great Autoglass is trying to help'."
2011 was the first year for customer engagement using social media. Latif said this year has been very experimental. "We did not set hard metrics. We wanted staff to use Radian 6 as part their daily role. Next year we are looking to work on KPIs to standardise social media metrics across all our businesses."