8 February 2013 Sala Dino Buzzati · Corriere della Sera · Milan
Lundquist Social Media Awards
Wikipedia How successful is the online community at producing a
relevant, complete corporate profile?
LinkedIn Not just a recruitment tool: how can company pages be used
for employer branding and to aract followers?
Sharing platforms
The importance of the visual: are video and images being used to tell a corporate story?
Facebook Fan numbers are important: but engagement is key to a
successful fan page
Top management
How socially literate are corporate leaders?
Twier A popular channel but best accounts manage to adopt a
personal touch
Social media: breaking boundaries
A challenge for research: social media represents a disruptive element in
communications
commercial corporate
personal professional
silos integration
This has important implications for companies looking to establish a corporate social media presence: traditional strategies will only go so far
Beyond “push”: a recipe for success
A certain amount of push is inevitable
But a push-only approach will only go so far social media as the
“distribution” function is soon saturated
You need to offer people valid reasons for users to come to you,
engage with you, share your content through:
TOPIC CONVERSATION CONTENT
Pick the right topics
Create dedicated content
The back-and-forth of social conversation
Mistakes not to make
Facebook Twier YouTube LinkedIn
Abandoned/fake/unofficial accounts
✔ ✔ ✔ ✔
Low branding (“Is this official?”)
✔ ✔ ✔ ✔
Unconnected Initiatives
✔ ✔ Occasionally ✖
Push-only approach ✔ ✔ ✖ Partly
Questions/comments go unanswered
✔ ✔ Partly ✔
Inappropriate language/tone
✔ ✔ ✔ Partly
Worried about control?... That’s just the point!
Understanding the rules and the community are key to co-operating
with Wikipedia: pages are not “owned” or “controlled” by the company
Nokia on Wikipedia
224 references cited
Number of editors
Editor activity
High visitor numbers
Complete & updated (56 revisions so far this year)
2007-11-05 | 10
8 February 2013 Sala Dino Buzzati · Corriere della Sera · Milan