Get Shouty

more = betterer
August 18, 2009, 10:40 am
Filed under: Digital Strategy, Experience


Jeff Bullas summarizes a couple of reports about what top brands are doing in Social Media.

His 4 Key Observations

  • As the number of channels increase, overall engagement increases at a faster rate. Brands that were in seven or more channels engaged deeply across all channels where they were present, as compared to brands that were present in fewer channels. There is an exponential growth in the depth of engagement as the brand extends itself into more and more channels.
  • Engagement differs by industry. Not only are some industries on average present in more channels, they also engage with them more deeply. For example, media and technology companies tend to be in more channels and engage deeply within them than,…. apparel, consumer products, food & beverage, and financial brands  which is to be expected given that companies in these industries are just beginning to experiment with social media.
  • Financial performance correlates with engagement. Back to the million-dollar question: Why do social media? Because it pays off. While no one yet has the data to determine direct cause and effect, what is found is a financial correlation between those who are deeply engaged and those who outperform their peers
  • It Provides ” Multiple Communication Touch Points” More touch points can present a ripple effect, inducing viral marketing, boosting brand recognition and driving sales volume. Simply it means that different people prefer different types of communication, so the more types of communication, you as a company are enaging in, the more chance you have of creating a broader and deeper reach in the market place.

15 Best Practices of Social Media Implemented by the Top 100 Brands

  1. Deputize people throughout the organization.
  2. Understand how each channel provides a different dimension of engagement
  3. Centralize coordination
  4. Find champions who can explain and mitigate risk.
  5. Be in it for the long haul
  6. Pick channels carefully.
  7. Spread engagement to employees beyond the social media team.
  8. Open the platform to anyone and everyone.Encourage employees to tap into social media to get work done
  9. Engage in new channels where people already are
  10. Support engagement as an extension of the company culture.Be conversational from the start.
  11. Be conversational from the start.
  12. Make social media part of the job, just like email
  13. Modularize and synchronize content across channels
  14. To scale engagement, make social media part of everyone’s job.
  15. Emphasize quality, not just quantity.
Basically, the more you do, the more presence you have, the more you engage, the better.
And to make it happen, find the right people who understand SM, involve your organization, be smart in your conversations and synchronize content.
(Spotting in  Thinking Aloud)

3 Comments so far
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Hey shouty, great list. I think points 10, 11, 14 are fundamental mindset changes for corporate business and their structures/processes. Being conversational isn’t how they got to where they are and they pull a funny face when we ask them to consider changing. However the only way to create conversation is to start it I believe (or to wear low cut tops of course.)

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