Archive for June, 2011

Building Relationships: Choose Your Social Network Wisely

Tuesday, June 21st, 2011

Today’s world is fast-paced, uncertain and becoming even more demanding.  This goes for businesses certainly but also for individuals.  Consumers’ lives are packed with real-world complexities and more online and offline distractions than ever before.  Some believe this is why we have had such a strong uptake on social networks as studies show that 1 in 4 people have no one they can turn to in a time of need.  Overall, a recent Pew study reveals that, on average, people have only two people they are comfortable confiding in.  While people may have very few confidants and sometimes may not have anyone to turn to in the physical world, many take solace online with social networks. 

According to the study:

“Internet users in general score 3 points higher in total support, 6 points higher in companionship, and 4 points higher in instrumental support. A Facebook user who uses the site multiple times per day tends to score an additional 5 points higher in total support, 5 points higher in emotional support, and 5 points higher in companionship, than internet users of similar demographic characteristics. For Facebook users, the additional boost is equivalent to about half the total support that the average American receives as a result of being married or cohabitating with a partner.”

Along with companionship and emotional support the study makes a case for an increase in trust as a result of online social networking activities citing that heavier Facebook users are more than 3 times likely to feel that most people can be trusted.  If you combine these factors, you can start to get a much deeper sense of why people go online.  Whereas many like to dismiss social networks as a place to waste time and play senseless games, there is growing evidence that online social networks are as important within a person’s social graph as any other activities.  Understanding this consumer psyche as a Brand can bring a much different perspective to how to engage and approach building relationships through social networks.  If consumers are going to be more trusting online, one might also conclude they will be less forgiving if that trust is broken.

Are all social networks created equal?  According to the Pew study, Facebook users seem to be more supportive and trusting.  Other social networks that were mentioned included Twitter, MySpace and LinkedIn.  What was not included were networks related to health, fitness or other hobbies.  It seems these networks might even carry higher levels of focused companionship and trust.  Does this information affect how Brands should approach building online relationships?  Brands have different reasons for participating in social as some are looking to promote a new product, better manage customer service and even develop better relationships with their customers.  Are some social networks better for developing relationships than others? It probably depends on the type of Brand you represent and what you are trying to accomplish.  To help us work through the topic of building trust online through social networks, we got the most trustworthy person we know (at least online).  Chuck Hemann is currently VP of Digital Analytics for Edelman Digital. For the past six years, he has provided strategic counsel to clients on a variety of topics including online reputation, social media, digital analytics, investor relations and crisis communications.  For today’s chat, Chuck will cover the following topic and questions:

Topic:  Building Relationships: Choose Your Social Network Wisely

Q1:  A new study from Pew says Facebook users are more trusting than other people, Agree? Why/Why not? 

Q2:  Which social networks are best for brands to develop relationships on?

Q3:  Developing online relationships, do Brands have to message 1-to-1, Brand-to-1, Brand-to-many?

Please join us in this online chat on Tuesday, June 21 at noon ET.  Follow #sm116 from your favorite Twitter client or simply go to our LIVE page at www.hashtagsocialmedia.com/live.  The format will stay the same with the first question starting at noon and a new question coming every 20 minutes at 12:20 and 12:40.

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Love All Your Children The Same: Managing Multiple Social Brands

Tuesday, June 14th, 2011

Managing one of anything is difficult enough especially in social media.  Now though, you have to manage many social presences, monitor off-board media conversations and map it all back to meeting business objectives – and that is just for one single brand.  Companies today are global and have many brands to contend with.  Whether you are B2B or B2C the challenges are still there with differing levels of complexity.

Consider each brand.  It may be that all of your brand’s managers are completely aligned, have the same goals and working from the same strategy.  Not likely.  What’s more likely is that each brand has their own set of objectives, they have unique needs and they are at varying levels of maturity from a social media perspective.  The uniqueness is important to point out since some brands may need ties to CMS, CRM, active directory (or other single sign-on) and other legacy systems.  Their search strategies are going to be unique and if you want social to help drive your search agends, then care needs to be taken here.  This does not mention mobile needs and other marketing campaigns that need to string together.  Also, this assumes that each department within the Brand are aligned which is, again, a big assumption.

As a corporation with many Brands, what are the options to begin managing your social brand in the most effective, cost efficient and meaningful way?  Is there a separate team for each brand, then you have to manage training across teams and most importantly staying connected as a group.  If one team manages all the brands then you might have a highly skilled team in social but a lack of true Brand knowledge and skills.  The answer is not one way or the other.  It really depends on each company, how they are managed across the enterprise, the social maturity of each Brand, the objectives and how segmented the systems are that need connected into the social environment.  There is no right answer, but certainly some directional attributes that would help dictate a path for companies to follow.

The challenge comes when certain brands jump out ahead of the corporate zone and start socially enabling their own brand.  At that point you have Brand teams with very different skills and approaches that make it almost impossible to consildate even if it did make sense, which essentially limits choices going forward.  So what is the right approach, how do you create a blueprint when you are not sure what the product is supposed to look like? For this week’s discussion we have brought in the talents of Tamsen McMahon.  Tamsen is moving into a new role as VP Digital Strategy at Allen & Gerritsen out of Boston.  Tamsen is an accomplished digital marketer and adept at managing multiple brands for companies.  For this week’s chat, we will use the following topic and questions:

Topic: Love All Your Children The Same: Managing Multiple Social Brands

1.      What’s your biggest challenge/opportunity when managing multiple brands?

2.      Can you use the same team to manage multiple brands?

3.       How do you connect the team(s) to business objectives for different brands?

Please join us in this online chat on Tuesday, June 14 at noon ET.  Follow #sm115 from your favorite Twitter client or simply go to our LIVE page at www.hashtagsocialmedia.com/live.  The format will stay the same with the first question starting at noon and a new question coming every 20 minutes at 12:20 and 12:40.

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