More lessons for corporations engaging in social media. This time from The Economist:
Consistency. Retailers need policies in place to ensure that their brand promise remains consistent across all media channels, including social media – even if the interactions on Twitter, Facebook and the like are less formal than traditional media.
Community. Key to success is an understanding that social media is not purely a communications channel – in which the retailer controls the message – but more as a community of individuals who share an interest in a brand, or a product, or a category of products.
Collaboration. Social media channels deliver the most value when they move beyond the customer service objective and when insights are effectively shared between different departments.
Commitment. For many retailers, the biggest challenge with social media is getting people throughout the organisation to buy into the benefits. 27% of survey respondents have budgets dedicated to social media marketing and 12% have added one or more full-time positions to support social media.
Over two posts on his blog, Ron Tite has written a crash course for corporations using social media. They work really well as a case study for best practices. The main point: let compassionate humans run your social media, not your legal department, not your marketing department. Be genuine; have character; and engage your audience instead of yelling at them, deaf to their responses.
One of the most common mistakes big brands make is using social media as a one-way bugle that provides a never-ending and piercing stream of infomercial-like offers, deals and promotions. On both Twitter and Facebook, Pizza Pizza excels at this. SM isn’t a commercial. It’s an operational service that listens, responds and keeps people interested and engaged.