The conference was actually called Blogwell but I just don’t think that did it justice. It was really how to do all social media well, but I guess the Social Media Well Conference does sound a little awkward, so Blogwell it is.
Anyway, Blogwell was held at the University of Texas, ie right in Convio’s backyard. Thus I had the great opportunity to attend. The afternoon included four case study sessions and an ethics session. In case you missed this freezing cold yet informative day, here are my favorite key points from each session.
From Dell, your employees need to be well-versed in social media, even if they aren’t your spokespeople. Create a training program to ensure social media literacy. If you want to take a page from Dell’s book, have it include three tiers: personal users, spokespeople answering questions and traditional, offline spokespeople (such as your CEO) who now must also be online spokespeople.
From Texas Instruments, social media is global and we must keep that in mind. As you choose platforms and develop trainings, consider language needs, cultural norms, currency conversions and beyond. TI, for example, has a large presence in China but the Internet restrictions there make social media very different than in the US, though still important and effective.
From Kellogg, when choosing a monitoring and engagement tool, ask yourself three questions: Who is listening, who is responding and who is generating insights. Once you know the answers to these, talk to all stakeholders about what they need from the tool and before you make a final decision, give them the opportunity to demo it.
From Blackberry, social media can be a very effective tool. Their customer service team answers approximately 800 questions per day via Twitter. Position your social media account as a support resource by beginning with offering tips and then once you start getting questions, answer in a timely fashion.
From the ethics session, know that the FTC has guidelines for social media. In a word: disclosure. Make sure it is always disclosed who the person is, if they were paid (including free samples) and that any endorsement is honest. Check out SocialMedia.org’s disclosure toolkit to make sure you’re on top of it.
Learn more from yesterday’s Blogwell Conference by searching the #blogwell hashtag on Twitter.
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