Who needs a social media staff?
Earlier this week, I attended the Society for New Communications Research NewComm Forum. As a 2009 SNCR Fellow, I moderated a case study on how Embarq—a telecom company in the Midwest—is using social media to improve its brand reach and customer service. You can read a recap of it here from HP’s Mia Dand, who’s in charge of social media analysis for the part of HP that sells enterprise products.
What I found interesting about their case is that they leveraged existing customer support staff to monitor (with Radian6) and address (using Twitter/phone/email) customer issues; they didn’t have a social media “staff.” Then they ran a YouTube campaign in which customers submitted 48-sec videos on what they’d do if they had an extra 48 seconds (which is the speed difference between high-speed Internet vs. dial-up).
The most useful session was one conducted by another 2009 SNCR Fellow, Vanessa DiMauro, on B2B online communities. It’s hard sometimes to find social media info specific to the B2B case, but her preso was chock-full.
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