Over the years we have noticed the impact social media has
on us as people and as consumers. Have you thought about the impact social
media has had on a company? I recently came across an article about Red Robin,
a gourmet burger chain, and they have implemented an internal social network which is
similar to Facebook in order to teach managers across the country everything
the need to know about implementing items on to the menu.
The article mentioned that before the implementation of the
web inside companies, businesses such as Red Robin had to send out written
material to all of its management across the country. In addition, for the
executives to get feedback, they had to make trips around the country in order
to visit all the stores to help with making business decisions, changes, and
making sure the customers were happy. This process would take months to execute
and implement the solutions.
Today, with the advancement of technology like the web and
social media, these business management processes have been cut and simplified
dramatically. The article mentioned that the executives at Red Robin can now
make quicker changes to their menu and can see the results from the changes
even faster than before. By allowing executives and managers to communicate
freely within this network, they were able to create recipes, menu changes, and
even videos to help managers learn what is necessary to implement such changes
quickly and efficiently. By setting up an internal network, managers from
across the country were able to input all customer feedback into the system and
then have open discussions with executives to figure out trouble patterns and
ways to fix them effectively.
In a recent study conducted by McKinsey & Co, “Nearly
90% of big companies claimed to have been able to see at least one measurable
business benefit from social media.” According to Michael Chui, senior fellow
at the McKinsey Global Institute, “Heavy use of social tools has a
statistically significant correlation to profitability.” Though it is still
early to tell, only 3% of respondents claimed to have used social business
tools for all three major uses. These uses are: Reaching customers, connecting
employees and coordinating with suppliers.
Social media is not just about updating your status and sharing
pictures. Red Robin is just one example of how companies are turning toward
social media for help in their businesses. It can truly help businesses grow in
multiple ways. Continue to pay attention
and you will notice various companies taking advantage of social media
both internally and externally.
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