Every Friday I post links to a few of the blog posts that I read during the week that I found interesting and insightful.
Included in this week’s round-up is a best-practice guide for getting employees on-board with the company’s social media efforts; how to calculate social commerce performance; a case study on how airlines are using social media; advice on whether to close a branded online community in favor of a Facebook page; and why business should have community managers in their org charts.
If you incorporate “idea development” into the quarterly or annual goals of your company…it tends to get done. Show them that when they help your company reach goals that move it in a positive growth direction, their careers are moving in that direction as well.
On average, retailers and brands that send an automated post-transactional email asking customers to share their opinion on a product see three times as much user-generated content compared to those who don’t. Send the post-transactional email twice (two weeks apart) to secure content from those who didn’t respond to the first email. And, if you’re a multichannel retailer, send the post-transactional email to your in-store customers (transaction volume in stores significantly outpaces transaction volume online).
For example, take a look at American Airlines and British Airwaves, and their Miles Millionaire loyalty contest on Facebook, Twitter, and YouTube. Here loyalty members who register for the promotion earn up to 20,000 AAdvantage or British Airways Executive Club bonus miles for every eligible trip booked in full-fare economy class or above.
If your website community is working, you may be able to give the community a boost by starting a Facebook Page and/or integrating Facebook social plugins into it. Facebook touts examples of brands using an integrated strategy to successfully increase traffic, engagement, time on site, and even revenue. If you know your constituency is on Facebook and would likely engage with you there (remembering you can’t be anonymous on Facebook), and if you know you have the resources to run two venues, integrating the two may be the way to go.
Some limit their thinking on the idea of community manager to mean the person that responds to complaints on Twitter. What I want to propose is a much more comprehensive way of viewing this vital role. This function doesn’t even start with thinking about social media, it’s about elevating the role your community or potential community can play in your business as a whole.
Think there’s something missing from this list? Leave a link in a comment, or tweet me @BenLaMothe!
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