pollinate SCIO

What is it: Article highlighting the benefits (and dangers) of companies using Facebook, as an advocate for a FB presence. Their recommendations are sensible and include:

• Need a long-term plan, what are your goals?
• Most content should be created by users. Fans will be put off if too much control
• Encourage engagement with videos, competitions, discussion groups & topics, exclusive blogs, polls, distribute coupons, discounts, inside info, etc
• Link to main company/brand site
• Be honest and authentic (it’s a community, not a direct sales tool)
• Be active, update often –have enough resources to do this!
• Listen and adapt (“Brands need to have big ears and really learn from their customers”)

Why is it cool: A strong social networking presence can have direct benefits (e.g. A well-run Facebook page can help to drive traffic to your main site) as well as indirect benefits (e.g. building brand character and consumer loyalty)

The article also includes anecdotes about major Facebook stuff-ups by companies like Nestle, Walmart and Westfield. Moral of the story: when you engage in social media, you are giving people a stage to complain about your brand, and you need to be ready to take a hit – have a process to deal with these problems.

Where to find it: here!

Submitted by: Bernard Visperas