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1. Social Media Opportunity Assessment
 Your organization has the opportunity to achieve this goal.
 Your organization may have an opportunity in this area. Further investigation with business units is recommended.
 Your organization will likely not benefit from investing resources into this area with social media.
Domain Opporunity Area Score
Marketing Building Positive Brand Image 
Marketing Increasing Mind Share 
Marketing Gaining Marketing Customer Insights 
Sales Gaining Sales Customer Insights 
Sales Increasing Revenue 
Sales Customer Acquisition 
Service Improving Customer Satisfaction 
Service Increasing Customer Retention 
Service Reducing Cost of Servicing Customers 
Detailed Description of Opportunities
Your organization should take advantage of the following social media opportunities within marketing:
- Build a Positive Brand Image: Social media provides an alternate medium by which your organization can showcase positive aspects of your brands,
employees, community involvement, and so on. If your customers are already discussing your products/services in social media, taking part in the
Marketing conversation will help to ensure that you are being reflected positively.
Opportunities - Increase Mind Share: Social media can reach large audiences at very low monetary cost, giving your organization another medium to promote your
name.
- Customer Insights: Users discuss their experiences with a company’s products and services via social media. Monitoring public social networking
sites can provide valuable feedback on your products as well as feedback on competitive products for intelligence purposes.

2. Your organization should take advantage of the following social media opportunities within sales:
Sales Opportunities - Customer Insights: Consumer buying behavior can be gathered by monitoring social media sites and then used to design sales delivery models and
product enhancements.
Customer Service At this time, your organization does not have the customer characteristics that warrant an investment in social media for customer service purposes.
Opportunities

3. Social Media Opportunity Assessment
Please answer the following questions by clicking on the drop down box and choosing from the options available.
Question Please Select a Response
Which of the following categories represents the business model for which you will be answering this questionnaire for?
1 Business to Consumer
Note: If your organization has multiple business models please fill this questionnaire out separately for each one.
2 Our organization currently uses e-channels, such as our Web site and chat, to service customers. Strongly disagree
3 The online and offline market that our organization serves is highly competitive. Strongly disagree
A significant portion of our primary target market uses social media to discuss or find information about the products or
4 Agree
services we offer.
5 Our organization is generally vulnerable to negative press or consumer discontent. Strongly agree
6 Increasing our brand recognition is a top business priority. Agree
7 Research and development of our products and services is heavily reliant on gaining customer insights. Agree
8 Our sales are directly influenced by recommendations or referrals by current customers. Strongly disagree
9 Having the most complete information of a customer readily available is central to closing a sales deal. Disagree

4. 10 Our sales and service staff often have a difficult time reaching customers and prospects. Agree
11 Timely response to customer complaints is necessary to retain our current customers. Agree
12 We have customers that self-identify with our brands. Strongly disagree
13 Engaging customers to build more meaningful relationships is a key element to retaining our customers. Agree
14 The majority of our answers to service requests are repeatable. Agree
15 Our customers are hesitant to launch service requests in person and via telephone. Strongly disagree
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