social media all-stars professor chip besio cox school of business
Post on 19-Jan-2018
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SOCIAL MEDIA ALL-STARS
Professor Chip BesioCox School of Business
•The tone of @JetBlue mirror the airline’s vibe: informal, breezy•@JetBlue has 1.7 million followers•JetBlue Facebook has 800,000 likes•Even when there is a heavy volume of messages (e.g., stranded passengers) JetBlue responds in real time•A 26-member dedicated social media support with same training as the reservations center
Best in Customer
Service
• Small Business Saturday page on Facebook has 3.2 million likes
• AmEx customers who link their cards to Twitter, Facebook and Foursquare get special discounts (Walmart.com and Best Buy have offered deals with this service)
• #PassionProjects lets a community of creatives tweet and post about their passions for a chance at Kickstarter-style fundraising
Best in
Marketing
• 7 Portfolio Managers/24 Employees• Their Private Digital Network:– Resource for Entrepreneurs seeking
advice on everything from debt funding to hiring
– Forum for marketers, engineers and salespeople who work for FRC backed companies
– Works because all FRC CEOs know each other
– Helps FRC compete with much bigger competitors and demonstrates the power of social software
Best in Small
Business
• Utilize Facebook Groups in an employee only/closed version to share ideas
• Managers use the platform to promote projects to generate internal buzz (buzz can attract top talent to a project)
• Employees beta-test products, pose questions, dole out critiques and post likes
• It is the primary tool for collaboration at FB
Best in
Collaboration
• Ron Dromgoole was looking for a Nuclear engineer post Fukushima who spoke Japanese, was a U.S. citizen and had an appropriate security clearance
• Started with LinkedIn and found several candidates but wanted more information
• One of his candidates had created a LinkedIn Group to discuss the disaster with his peers
• Interviewed the candidate and hired him
• Recruiting budget less than $100K for the billion dollar lab which is why Dromgoole uses social media
BestIn
Hiring
Source “Fortune” Magazine, September 16, 2013
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