Interesting handbook from the usarmy on . socialmedia
Covers a range of topics including social media management, crisis management, how to establish an audience, security issues, quick reference guides, case studies and more.
Just goes to show how important it is to not only have a consistent message from a brand point of view, but to also ensure employees are on board as well. Great way to ‘enable’ your employees to be brand advocates and further improve your message.
Courtesy of Mashable
- Narrow your focus to responding to customer complaints, as Comcast does on Twitter.
- Build brand loyalty, as Bisnow does with e-newsletters, as Skittles does on Facebook, and as the Wine Library does with its podcasts.
- Issue blog posts and tweets instead of news releases, as Google does with its blog, and as its now-former CEO did with Twitter.
- Re-purpose your existing content, and thus enlarge your audience, as The New York Times does with Twitter, as the FBI does with Scribd, and as Dell does with SlideShare.
- Manage your reputation, as countless companies do — or try to do — with Wikipedia.
- Conduct crisis communications, as Johnson & Johnson does with its blog.
- Hold contests to improve your algorithms, as Netflix did with the Netflix Prize.
- Crowdsource your challenges, as the U.S. Army did with its field manuals.
- Demonstrate thought leadership, as recruiter Lindsay Olson does with her blog.
- Research free advertising opportunities, as Allstate does on YouTube.
- Showcase your wares, as Zappos does with its blog, and boost your sales, as Dell does on Twitter.
- Recruit employees, as Booz Allen does on LinkedIn.
“What is this Social Media I keep hearing about?” you keep wondering. “Everyone keeps talking about it, but where do I start?”
Typically businesses see Social Media as launching a Facebook Fan page, creating a Twitter account for the company or starting an online blog.
This only scratches the surface.
It is an opportunity to connect, communicate what makes you unique to others and to engage with those who care most about you.
This is why Facebook, Twitter and self-publish blog sites have been so successful – it’s a chance for users to SHOUT OUT and build their own community, share with them and hear back from their peers.
Businesses are taking advantage of this new channel in new and interesting ways.
- Kickstarter.com is encouraging start-ups to communicate their message and enabling them to gather insightful comments on their idea (and help them fun d it!)
- Blendtec has created a series of viral YouTube videos that demonstrate the power of their blenders by asking “Will it blend?” on various objects like iPhones, glow sticks, marbles and more. Not only are these entertaining and thus people share, but it also demonstrates credibility for their product and gives people the confidence to buy one.
- And Old Spice deodorant – well let’s just say that more people watched their videos in the first 24 hours than those who have seen Obama’s acceptance speech.
Your approach doesn’t need to be as elaborate as these. But you do need to start thinking about how to use it as another viable channel to build your brand and your customer’s experience, their memory of you and demonstrating on your promise.