Social media is no longer an optional element to a corporate communications plan. It has become integral to effectively managing a brand and its reputation, and is a critical tool for listening to and interacting with your customers and the media. In this white paper, provided by reputation management software provider dna13, learn how Hyundai, Red Cross, and Domino’s Pizza are using social media as a part of their strategy to manage and build a positive brand reputation, as corporate communications executives share their best practices.
How Fortune 1000 Companies are Harnessing
the Power of Social Media
TOP CORPORATE COMMUNICATIONS EXECS SHARE THEIR BEST PRACTICES
TOP SOCIAL MEDIA TIPS FROM THE F1000
dna13.com white paperHow Fortune 1000 Companies are Harnessing the Power of Social Media
Corporations are stymied by how to monitor brand reputation, respond to crisis and even approach social media. In this dna13 white paper, we'll explore who is doing it right. What are the secrets to their success?
Based on interviews with the best editors and analysts in the U.S., we've uncovered corporate communications executives who "get it." > Tips and techniques from America's largest corporations like Hyundai and the Red Cross on how they find success in the blogger community and online social media. > Who thought-leaders believe are the best examples of corporate responsibility and CRM - without the "hype"? Tips on transparency and authenticity from masters of the web. > Survey of top editors of PRWEEK and PR News about who does social media best! Rose Gordon and Courtney Barnes tell us their views on top shops.> Recent information from Forrester Research on PR automation including quotes from Josh Bernoff, one of America's most prominent and widely quoted technology analysts, on where corporate communications is heading next.
What the Editors are Saying:PRWEEKRose Gordon, News Editor of PRWEEK, believes Coke is the "latest thing" in the social media realm. Having just recently spoken with Coca-Cola, the top SVP of Coke Corporate Affairs believes interactivity will drive business:
Clyde Tuggle, SVP of Corporate Affairs and Productivity at Coke, noted "mass media is declining in importance," when introducing the new department in a memo to staff, which the beverage manufacturer shared with PRWeek. "Our future success depends on our continued ability to connect people to our brands and our company all around the world, one person at a time," Tuggle wrote. "Our new office of digital communications and social media will help us become even more comfortable and effective in these new spaces."
In a recent interview with dna13, Phil Mooney, Director of Heritage Communications (otherwise known as "keeper of the brand") for Coke shared: "Don't be afraid to let your community, not the corporation, take ownership of your brand identity. They can be the customers who form more naturally to develop brand attributes."
Mooney cited the example of the Coca-Cola Facebook community that spawned virally, a result of "two guys in LA who created a fan page." Facebook asked Coke to take-over and manage the Facebook group - as per its policy that brands own their named real estate. Instead, Coke contacted the two group creators and let the fans decide where to take that conversation.
"This Facebook effort was in pure viral form," said Mooney. "Today, our Coke Facebook community has 3 million members. The only larger community out there on Facebook is for Obama for President," he added. Consequently Coke made the decision to "not go corporate" and let the group remain in the fans' hands.
Mooney also cited Coke's social media outreach during the NCAA basketball tournament and its "March Madness" sponsorship as another integrated Coke campaign that harnessed social media networks.
dna13.com 2How Fortune 1000 Companies are Harnessing the Power of Social Media
PR NewsCourtney Barnes, Editor of PR NEWS, recently hosted a national summit on online media. Barnes has also recently published a book called Digital Strategies for Powerful Corporate Communications (McGraw Hill, August, 2009).
Barnes believes Comcast to be one of the better corporate communicators. Ernst & Young is also doing a good job on reaching consulting clients and keeping them updated: "More and more brands are using social media to great effect," she said.
"The best examples are the Mars' Skittles site (for branding and engagement), Comcast on Twitter (for customer service), Ernst & Young (using Facebook for HR recruiting) and Ellen Degeneres (for viewer engagement). Ellen set up a Twitter account and within a few days had 120,000 followers," said Barnes.
"Dell is also on the forefront and its successes have been hard-won," she said. "The company "IBM has been a leader since has launched many social media initiatives the very beginning," said to monitor media and engage social audie... [download for more]
