We have reframed this conundrum from a top heavy resource based model to a more horizontal and socially strategic model. We can provide information in a more semantic and syntaxic operation where a consumer can ask questions in real time and get a highly valid response immediately. This can improve customer/ consumer service and improve the overall uptake, scope and relevence of information provided.
Extending the FAQ principle into the social paradigm, they can immediately act upon the information in several more meaningful ways using API's to integrate data collection, learning engine parameters make recommendations or escalate their query to a partner, agency or affiliated service provider.
This model provides ample opportunity to listen, respond and engage with contextual meaning. This is the fertile ground of engagement, which then allows you to extend beyond resource dissemination to full on engagement-the opt-in marketplace and social loyalty follow ons which make the organization thrive with relevence and perhaps new leads.
If that translates to new subscriptions, walk ins to clinics, webinar attendees, likes on FB etc.-they can all be managed into planned KPI's, monitored and new opportunities will surface as new trends emerge.
Professional organizations must be willing to embrace a new form of openess, access and allow new value forward partnerships emerge and evolve. Resource based push programs are failing across most initiatives that utilize this strategy. Social strategies are here and must be understood and quickly embraced- organizations will not have the luxury of time and resources to validate them first with internal channels like IT departments.
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