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