Salesforce.com build their social media strategy around three pillars of online community. Seems like a pretty straight forward model:
- First ensure that your corporate site and other owned web properties are working hard for you. Focus on building engagement through knowledge sharing, user groups, blogs and ideas sharing.
- Secondly, create your own branded channels on existing social platforms. Use listening tools like Radian6 to understand what people are saying and where they’re saying it. Engage with people where they spend their time and distribute your content across YouTube, Twitter, Flickr and Slideshare.
- Finally, create conversations across the web on sites where you don’t have branded channels e.g. Twitter, third party blogs, forums and partners sites. And, make sure your social media guidelines are up to date and disseminate the policies to your content creators.
A good suggestion that came out of this last pillar was how to calculate a rough ROI for your social activities. For example, first calculate how much a video costs to create and to upload to YouTube. Then, ascertain the £/$ value of a video view (that’s the tricky bit, but any media buyer should be able to give you a figure). Multiply this value by the number of views and divide by the cost. Easy!
There was also a debate about whether people should have multiple accounts on Twitter e.g. their “work” profile and their “personal” profile. The audience seemed split on this topic. I personally prefer a single account @Wrigsy where I Tweet about a broad range of topics (from climbing mountains to our latest new business wins). But, I suppose I’m lucky that I can also Tweet through our Banner account @BannerCorp when the topic is purely focused on work.
If you’re a salesforce.com user, start using Chatter. It’s their most successful product launch to date and gives users the sort of communication and collaboration they expect from platforms like Facebook.
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