8 February 2013 Sala Dino Buzzati · Corriere della Sera · Milan

Lundquist Social Media Awards

Wikipedia How successful is the online community at producing a

relevant, complete corporate profile?

LinkedIn Not just a recruitment tool: how can company pages be used

for employer branding and to aract followers?

Sharing platforms

The importance of the visual: are video and images being used to tell a corporate story?

Facebook Fan numbers are important: but engagement is key to a

successful fan page

Top management

How socially literate are corporate leaders?

Twier A popular channel but best accounts manage to adopt a

personal touch

Social media: breaking boundaries

A challenge for research: social media represents a disruptive element in

communications

commercial corporate

personal professional

silos integration

This has important implications for companies looking to establish a corporate social media presence: traditional strategies will only go so far

Beyond “push”: a recipe for success

  A certain amount of push is inevitable

  But a push-only approach will only go so far social media as the

“distribution” function is soon saturated

  You need to offer people valid reasons for users to come to you,

engage with you, share your content through:

TOPIC CONVERSATION CONTENT

Pick the right topics

Create dedicated content

The back-and-forth of social conversation

Mistakes not to make

Facebook Twier YouTube LinkedIn

Abandoned/fake/unofficial accounts

✔ ✔ ✔ ✔

Low branding (“Is this official?”)

✔ ✔ ✔ ✔

Unconnected Initiatives

✔ ✔ Occasionally ✖

Push-only approach ✔ ✔ ✖ Partly

Questions/comments go unanswered

✔ ✔ Partly ✔

Inappropriate language/tone

✔ ✔ ✔ Partly

Worried about control?... That’s just the point!

  Understanding the rules and the community are key to co-operating

with Wikipedia: pages are not “owned” or “controlled” by the company

Nokia on Wikipedia

  224 references cited

 Number of editors

  Editor activity

  High visitor numbers

  Complete & updated (56 revisions so far this year)

2007-11-05 | 10

8 February 2013 Sala Dino Buzzati · Corriere della Sera · Milan