BulletProofBlog the blog on crisis communications

The top six social media tips to know before you leave the office.

Revolutions in social media continue to stir evolutions in corporate customer engagement. As with any change in business processes, there are those who become champions of the newest strategies and tactics while others suffer missteps trying to adjust to new paradigms.

One of the first questions from anyone hesitant to engage in social media is what return on investment they can expect. For the below companies, it has come in the form of thousands of brand ambassadors and positive mentions that has shaped their brand reputation online in the short and long-term.

This week’s Six @ Six highlights six companies leading the way in positive social media engagement. These industry leaders have created interactive and fully integrated online experiences that reach new audiences and generate excitement among supporters. By following their lead, companies can share in the social media successes outlined below.

1. Putting a “human” face on your engagement - Dunkin’ Donuts

On Twitter, two unique Dunkin’ Donuts personalities, Dunkin’ Dave and Bagel Ben, demonstrate the power of putting a face to a brand. The employees tweet contest promotions, promptly respond to customer questions, and retweet mentions of the brand – usually accompanied by some sort of quirky commentary. The personalities themselves are original and entertaining, and above all, personable, which likely explains the lasting bonds they’ve built with potential brand ambassadors. Companies don't necessarily have to make up personalities to represent the brand, but they should try to give social media engagement a human face – perhaps by identifying one individual in each of their departments (e.g., customer service, engineering, product testing, etc.) to talk about their contributions to the company’s current and future products as well as share in efforts to engage with customers.

2. Relinquish some control to build trust – Southwest Airlines

Few brands have benefited more from social media than Southwest Airlines. The company has long been able to rely on a band of loyal customers who appreciate its unique way of operating and commitment to customer service. Southwest was able to build on this support by opening its brand up on social media. Today, the company uses Twitter for customer service in the same way many brands use customer service phone lines. It embraced viral videos of a rapping flight attendant and encourages employees to engage with online audiences. These successful efforts have required the company to give up some control, but have shown online audiences an unparalleled level of sincerity. This has built trust and brand loyalty among new and existing customers.

3. Encouraging your audience to talk amongst itself – U.S. Navy

The U.S. Navy is a prime example of the power of focused social networks, which bring together members of specific target audiences. Using a Ning network, the Navy has built a customized community for mothers with children in the service. This community builds on the traditional online networks of support for mothers to foster a greater sense of community nationwide. In effect, the Navy is building a family online by promoting conversation not just between the organization and its constituents, but between the constituents themselves. Companies should also strive to build this level of community, as these conversations cultivate greater engagement, help customers get answers from each other, and provide the valuable feedback you need to strengthen your products and services.

4. Go mobile – Nationwide Insurance

In addition to active and robust accounts on Facebook, YouTube, Flickr and Twitter, Nationwide Insurance was the first auto insurance company to release a mobile app, providing a one-stop resource particularly valuable during the chaotic moments after an accident. Reaching mobile users is becoming more and more important as people make the switch to smart phones. A mobile application can deliver anything from specialized functionality like Nationwide’s to newsfeeds from your press section or blog. It recently became even easier to build specialized functionality through the website AppMakr.

5. Utilize third parties to promote your brand – Ford Motor Company

To promote the launch of the Fiesta, Ford sidestepped traditional media and enlisted the help of young bloggers and social media enthusiasts. The Fiesta Movement began in March when Ford gave 100 web-savvy motorists the chance to drive the car for six months and freely share their thoughts online – with no editorial control over their commentary. Participants posted videos to YouTube, Tweeted frequent updates, and regularly blogged about the experience. This innovative strategy helped Ford build brand awareness and enhance credibility at a fraction of the cost of traditional marketing. Companies of all sizes can benefit from this approach. Simply identifying a handful of key bloggers that cover your industry and offering to share new products for review is a common tactic that can yield fruitful third-party endorsements.

6. Raise your profile through indirect means – Chase Bank

Who could have ever predicted that a bank could amass more than 1 million followers on Facebook? Chase accomplished this very feat through its community giving project. Chase, which doesn’t have a product as recognizable as Coca-Cola or Nike, was able to rally people behind a cause and, in the process, associate the bank’s name with it. Whether it’s charitable giving or a contest, you should create some sort of reason for people to invest in your social media profile. By doing this, you generate an army of followers who will promote your company’s name to online audiences. 

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