8 February 2013Sala Dino Buzzati · Corriere della Sera · Milan
Lundquist Social Media Awards               How successful is the online community at producing a Wikipedia               ...
Social media: breaking boundariesA challenge for research: social media represents a disruptive element incommunications  ...
Beyond “push”: a recipe for success  A certain amount of push is inevitable  But a push-only approach will only go so fa...
Pick the right topics
Create dedicated content
The back-and-forth of social conversation
Mistakes not to make                         Facebook   Twier    YouTube       LinkedInAbandoned/fake/                   ...
Worried about control?... That’s just the point!     Understanding the rules and the community are key to co-operating   ...
8 February 2013    Sala Dino Buzzati · Corriere della Sera · Milan2007-11-05 | 10
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Lundquist, James Osborne. Lundquist Social Media Awards 2012. New frontiers of online corporate communications. Milan, 8 February 2013

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Lundquist, James Osborne. Lundquist Social Media Awards 2012. New frontiers of online corporate communications. Milan, 8 February 2013

  1. 1. 8 February 2013Sala Dino Buzzati · Corriere della Sera · Milan
  2. 2. Lundquist Social Media Awards How successful is the online community at producing a Wikipedia relevant, complete corporate profile? Not just a recruitment tool: how can company pages be used LinkedIn for employer branding and to aract followers? Sharing The importance of the visual: are video and images being platforms used to tell a corporate story? Fan numbers are important: but engagement is key to a Facebook successful fan page Top How socially literate are corporate leaders?management A popular channel but best accounts manage to adopt a Twier personal touch
  3. 3. Social media: breaking boundariesA challenge for research: social media represents a disruptive element incommunications commercial corporate This has important personal implications for professional companies looking to establish a corporate social media presence: silos traditional strategies integration will only go so far
  4. 4. Beyond “push”: a recipe for success  A certain amount of push is inevitable  But a push-only approach will only go so far social media as the “distribution” function is soon saturated  You need to offer people valid reasons for users to come to you, engage with you, share your content through: TOPIC CONTENT CONVERSATION
  5. 5. Pick the right topics
  6. 6. Create dedicated content
  7. 7. The back-and-forth of social conversation
  8. 8. Mistakes not to make Facebook Twier YouTube LinkedInAbandoned/fake/ ✔ ✔ ✔ ✔unofficial accountsLow branding (“Is this ✔ ✔ ✔ ✔official?”)Unconnected ✔ ✔ Occasionally ✖InitiativesPush-only approach ✔ ✔ ✖ PartlyQuestions/comments ✔ ✔ Partly ✔go unansweredInappropriate ✔ ✔ ✔ Partlylanguage/tone
  9. 9. Worried about control?... That’s just the point!   Understanding the rules and the community are key to co-operating with Wikipedia: pages are not “owned” or “controlled” by the companyNokia on Wikipedia   224 references cited   Number of editors   Editor activity   High visitor numbers   Complete & updated (56 revisions so far this year)
  10. 10. 8 February 2013 Sala Dino Buzzati · Corriere della Sera · Milan2007-11-05 | 10
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