| Engage Team
This morning?s second Engage keynote featured Brian Bailard, VP of Global Strategic Accounts at HootSuite, who provided attendees with detailed insights during his presentation on ?Current Trends in Corporate Social Communication.?
Brian stated that the first step in understanding social at the corporate level is recognizing that all departments of a company utilize social, not just the marketing team. Social media touches customer service and support, human resources, sales, product and yes, even the CEO. At the end of the day, the goals for successful social communications within a company are the same as everyday business goals: ?accessibility to customers, ?a competitive advantage over the market, ?increased revenue, and profitability.
Many companies still have reservations about jumping on the social media wagon, Brian explained, and the only way to get on board is to recognize and overcome the following fears:
- ?Inappropriate Posts: Many companies worry that their social channels won?t reflect their corporate philosophies. You can overcome this by defining clear user-access policies and roles in advance.
- Lack of Control: Many brands are worried that they cannot control social media in the same way that they can control marketing. The best way to harness this fear is to educate and teach employees about the appropriate ?types of content that should be shared.
- Lack of Executive Support: The biggest step in expanding your online social presence is bringing your senior leadership on board to support your social initiatives. Profitability and socially active CEO?s go hand in hand.
Once social has been established within the company, Brian offered these three tips for leveraging your insights:
- Listening: Using sentiment analysis determine what consumers think of your company or brand.
- Engagement: Once you determine consumer opinion, find ways to improve it. Engage regularly with fans and followers to encourage feedback and give a voice to consumers. ?Engagement is always a two-way street in social networks, ?and ultimately is the best way to generate leads.
- Social Business and Amplification: Once social has been fully integrated within your company, allow your employees to use it to engage in everyday business with customers, and to amplify your brand to their own networks.
Check our site next week for video footage from this great presentation!
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Source: http://blogs.webtrends.com/2013/01/current-trends-in-corporate-social-communications/
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