At a Blogwell conference last year, Tim Collins and Ed Terpening from Wells Fargo shared their experience using social media to reshape online conversation about their brand. In the presentation below, Tim and Ed outline three tips for marketers looking to improve the tone of negative conversations online.
Video: Ed on Participating in the Conversation (6:12 - 18:00)
Slidedeck: Darwinism in Social Media
- Immerse yourself in the culture. Each platform has its own etiquette and code of conduct. It's critical to understand these unwritten rules in order to be an effective participant. Do some sleuthing upfront to understand the differences between conversations on Facebook and those on Twitter.
- Avoid "corporate speak". Try taking a more conversational tone. Wells Fargo bloggers have had a lot of success going "off topic" and sharing their perspective on events, issues, and happenings outside the banking world.
- Stay in the room. Ed personally comments back on any blog that mentions Wells Fargo's name to thank people for their feedback. He's found that maintaining a constant online presence neutralizes negative conversations or, at the very least, makes the tone of negative feedback more civilized.