We’re excited to welcome Cosmin Ghiurau, Director of Social Media at RadioShack, as a SocialChorus guest blogger! Read on to learn how Cosmin is approaching social media at RadioShack and how he determines the value of his social media campaigns.
Q: How is RadioShack innovating in social?
RadioShack is constantly striving to test new and innovative technologies that make an impact to our overall business. This is the strategic decision behind leveraging a new way to approach social media.
One of the key ways we innovate is by using platforms that truly understand not only who our social fans are, but which ones are ambassadors and potential advocates for our brand.
This level of customer is one that has a deep value to our brand as they are the flames that light the meaning to our brand, products and services at RadioShack.
Q: How do you value social media?
The value of social media to us is based on the overall objective and goals that are determined by each initiative. At a high level we look for top funnel marketing metrics such as awareness and engagement. However, the true value is one where we can measure traffic effectiveness in showing lift to our business.
There are instances where we look to generate traffic to a specific product online or location of our stores. From here we can correlate direct value of our social media efforts and showcase true ROI.
We always continue to refine the value of social media as each channel has different KPIs that we establish from the very beginning of each initiative.
Q: How do you nurture actual relationships with fans and followers at RadioShack?
Our approach to online social relationships is to be a beacon for them as a brand through our social channels. When a social fan or follower decides to opt into a “relationship” with RadioShack, we place tremendous value on this decision.
We provide provoking and relevant content that arms them to be a champion of our brand by sharing this content with their friends and allowing a forum of conversation with our content that builds a community.
By providing content that matches the personality of our fans it provides us an opportunity to grow a relationship with them one interaction at a time.
Q: How do you identify the relationships that matter on social?
We currently leverage multiple resources with our existing platform to identify relationships that are relevant within each of our social channels. A fan on Facebook interacts differently than one that uses Twitter or even Instagram.
Each person has a specific purpose for that particular channel. Based on the engagements we see on those channels we identify key relationships.
Q: RadioShack has nearly two million likes on Facebook, what’s the next big goal for the company in the social realm?
As we continue to grow our social fan base we are looking to provide opportunities for our fans to dive deeper into a relationship with our brand in order to shift them from fans to ambassadors of our brand.
RadioShack has a rich history dating back more than 90 years and a great deal of our existing customers are loyal to our brand for all of the latest in mobile, electronics, accessories and services. I always say, you’ve probably visited a RadioShack recently to find that one product that you knew you can’t find anywhere else, and once you visit our stores you realize that you discover so much more from our 4,400+ locations.
The same holds true for our social media efforts. More than likely you will begin the relationship by liking or following us as a brand to discover a promotion, offer or an engaging piece of content. Before you know it, there is so much more that RadioShack provides via our social media community, which in turn begins to grow a relationship with us as a customer.
Follow Cosmin on twitter at @cosguru.