Twitter's Controversial Algorithm Changes: What They Mean for Your BusinessTwitter Vs. Facebook: Which One Is Better for Promoting Your Brand?3 Free Twitter Tools PR Pros Can't Live WithoutSocially Stephanie: Social Media for the Automotive Industry
- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalToo Many Advertisers Are Talking, Not Enough Are ListeningEmotion Drives Behavior: 3 Brands Getting It RightNative Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Lia Vakoutis, head of digital strategy at adidas America, joined me in an interview to discuss the brand's approach to social media. Like many sportswear manufacturers, the social media audience can be quite diverse. A died-in-the-wool soccer fan is not likely to be interested in your content on golf. adidas has, as a result, developed many different pages to address the different audiences.
With many individuals participating in the brand's community management, how does Pizza Hut maintain a consistent brand voice? Bromberg responds, "Just like people, the brand voice evolves over time. Although my team is the only one creating content we absolutely have a ton of perspectives and ideas that come from all over the organization and all over the community.
Jonathan Pierce, Director of Social Media Communications at American Airlines, talks about his organization's silo-busting philosophy. "From the moment we set up our social team, our focus has been creating an independent, integrated social team consisting of all disciplines rather than harken back to the silo-driven approach where you have social embedded into different functions - not seeing it as one."
While Facebook and Twitter have been the predominant platforms for Cosmopolitan, the brand has also experienced some success on other platforms. Benson says, "I think all of our networks as having their own personality. Different things perform better or in different ways on different networks.
In 2000, co-founders Jake Nickell and Jacob DeHart pooled a thousand dollars and started Threadless. The basic idea of the company was, and is still, that designers and artists can post design ideas for t-shirts. Members of the web site's community, now made up of over 2 million people, vote for their favorite designs. The winners' designs are then printed onto tee shirts and other apparel and sold, with some payments going to the artists.
With its vast library of professionally created sports images, one of the X Games' big endeavors is the sharing of images through social media. As the brand becomes more image-based, Katie Richman says, “I’m hoping that we’re thinking first about content distribution as much as we’re thinking about making great content.”
Jon Budd, Senior Group Manager of New Media at Hyundai Motor America says that he loves working for the brand. "We're a challenger brand," he says. "So we're able to 'punch above our weight a bit' and in doing so have to be a little daring and risk-taking and not do that traditional mainstream marketing."
Elle is the world's largest fashion magazine. The English language Facebook page has 2.2 million likes, while the Twitter account has 2.28 million followers. Even the Google+ page clocks in with over three million followers. In May 2014, the site elle.com received nearly eight million unique visitors.
On the IBM SocialBusiness team, Amber Armstrong has the responsibility for market-making and evangelism. Armstrong shared some insights about the work going on at IBM, first addressing much of the public misconception about social business. "People think a social business is social media...IBM sees it quite differently."
TD Bank follows up with all customer engagement, and measure what they call a “Customer WOW! Index.” This same set of metrics is used for social media, just as it is with any other form of customer engagement. “The key to using [social media] well,” Vijay shares, “is really staying true to who you are as a company and what you stand for."