Social media is relatively easy to “get into” just start Tweeting or posting “stuff” to Facebook. But to do it right and really excel takes some thought and following best practices. There are a lot of small companies doing it right, but there’s also a lot of things big companies are doing that we can follow.
The Wall Street Journal had a great article which chronicled how leading companies are using social media.
The ways were:
Listen and Measure
From the WSJ – On Dr. Pepper – It blasts out two messages daily on its Facebook fan page, and then listens to the fans’ reactions. Dr Pepper can measure how many times a message is viewed, how many times it is shared with other Facebook users and what fan responses say.
Do Market Research through Facebook Ads
From the WSJ – Language-learning company Rosetta Stone Inc. recently used Facebook’s targeting capabilities to find a new market niche for its services. Portland-based Webtrends Inc. helped Rosetta Stone design the ads, which tried alternative messages with niche groups to see which ones got the highest response rates.
The Boss Should Tweet
From the WSJ – Sherry Chris, CEO of Better Homes & Gardens Real Estate LLC, began tweeting in 2007. “I thought it would be much more authentic—although time consuming—to become engaged myself,” she says.
All Employees Should Participate
From the WSJ – Last August [Dell] it opened a social-media university for employees across all of its divisions, where they learn the basics of how to use social media. So far, 9,000 employees have taken a course there, and more than 1,000 have completed the four courses that the company requires to be a certified participant in social media.
Monitor For Compliance
From the WSJ – Hearsay Social provides participating agents with a system to create and post social messages on the web—and a dashboard for the company to track everything that gets posted. Hearsay creates an archive of the messages that can be searched by date or keyword.
Ryon Harms, the director of social media at Farmers, says the goal is to give agents support in figuring out what they should say—and make sure they don’t do something they shouldn’t. Many agents previously got to the point of setting up a Facebook page, but then lacked the confidence to use it, he says.