• Corporate Social Media: New Rules for Engagement

    I recently attended a Technology Association of Georgia (TAG) meeting where the topic of discussion was social media. We discussed social strategies for reaching stakeholders today, including channels, audience, conversation and measurement. Technology marketers offered up their adventures in social media and associated takeaways. The discussion yielded some interesting insights, which I’ve recapped below:

    What are your preferred social networks and how do you use them?

    • Favorite social networks among the group: LinkedIn, Facebook, Twitter, Pinterest, Instagram and YouTube
    • According to a recent MyLife.com survey, more than half of adults 18-34 years old (61%) manage more than one social network
      • 27% of respondents check their social networks immediately after waking up
      • 52% of respondents have taken social media vacations
      • Men are more likely to use Twitter, 28%, versus 21% of women

    Fortune 500 corporate social media usage supports what I heard in the discussions.

    What is the right amount of social in an overall marketing agenda?

    • Determine who should own social media (Marketing, PR, Advertising, Third Party)
    • Use the 70/20/10 rule for Twitter
      • 70% of your tweets should be providing resources
      • 20% of your tweets should be networking tweets that are directly responding to others
      • 10% of your tweets should share some personal information to help define you as a human being
      • Consider the importance of brand positioning and increasing direct connections with customers

    The new rules of social media engagement

    • Identify your goals and ensure they relate to your brand
    • Engage your stakeholders on each network
    • Determine how you measure success through social channels (quantifiable numbers or qualitative engagements)
    • Stay engaged, listen to your customers and keep the two-way conversation alive
    • Share images, videos and stories that help your audience relate and connect with your brand
    • Find the social media champion in your client’s organization and enlist this person for help spreading the message

    Social media as an effective crisis management tool

    • According to a recent Business Continuity Insight Survey by PwC, 57% of companies are not using social media as a communication channel during a crisis
    • Social listening and response time is critical to address crises, customer concerns
    • Define a plan to manage and mitigate any crisis
    • Create a crisis FAQ and talking points
    • Educate your workforce

    Do these points track with what you’re seeing in social media? How are you using social media to attract and retain brand advocates?

    - See more at: http://arketi.com/blog/#sthash.3bkN2H3F.dpuf

    Joy Reddy is Account Supervisor at Arketi Group, an integrated marketing consultancy that helps business-to-business organizations generate revenue and accelerate growth through intelligent strategy, branding, marketing and public relations. To view all company blogs go to Arketi Group blog site.

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