Page 13 - Logistics News - September - October 2021

OP I N I ON

From a supply chain perspective, social media feedback, the quality of service or product can be
channels give consumers, vendors, suppliers, improved as per requirement.
manufacturers, transportation companies and
fulfilment centres a powerful tool for gathering all Communication with suppliers: Collaboration via
sorts of feedback. All that data can be put to good social media platforms such as Zoom, WhatsApp, MS
use, ranging from positive reviews to something Teams and Twitter facilitates advanced scheduling on a
more negative such as a poor customer experience. real-time basis. It helps all supply chain partners to stay
This is an exigent benefit of social media as supply in contact with each other to have a decision-making
chain decisions should never be made without system that is effi cient and transparent. It allows
considering positive and negative input. knowledge and data sharing, newsfeed distribution
among peers, supervision of processes and tracking
A significant inadequacy of several current SCM the transport and logistics of all vendors and suppliers,
solutions is their predilection for an inward-looking which subsequently improves trust and the relationship
approach to data collection. This ideology is based between supply chain partners.
on gathering information about procedures and
policies internally without considering the ripple Forecasting: Using social media platforms,
effect that such procedures and policies may have on businesses can predict trends in the marketplace
supply chain partners. and consumer sentiment about products and brands
by analysing public posts made on social media
For supply chain professionals wanting to platforms. For example, Levi Strauss & Co. and Zara
uncover new ideas, monitor commodity and pricing use the insights gained from social media posts
trends, document best practices and communicate to determine fashion trends when creating new
with customers, colleagues and suppliers, the clothing lines.
following are some examples and opportunities for
social media in supply chains: Sourcing: Using social media platforms,
businesses can analyse the reviews, feedback and
Improved visibility and coordination: Supply ratings of current and future suppliers as additional
chain partners can use social media to track events metrics when making supplier selection strategies.
and transactions, such as a delivery delay or a Additionally, social media platforms such as
carrier’s failure to pick up a package. An application LinkedIn can be used to find and engage with the
like Twitter may be used to notify truck drivers of best talent in the industry.
accidents and road closures, and express the demand
for specific types of shipments. Social media invariably aids in disseminating
vital information and continues to be a popular
Communication with customers: Businesses and successful means for businesses to convey
can contact their customers directly via social media information rapidly. Businesses that neglect social
sites like Google, Facebook, Twitter, Instagram, media will inevitably miss out on these changes,
WhatsApp and LinkedIn to get reviews and feedback benefits and future business growth opportunities.
about their products and service. Direct contact with If your business has not fully embraced the power L O GI S T I CS NEWS
the customers saves time, which can be utilised in of social media platforms yet, perhaps it’s time to
better processing and optimisation. Also, based on consider hitting the ‘like’ button. •

www .l o g ist i csn e w s .c o .z a SEP T E MB E R/O CT O B E R 2021 11