Lundquist, James Osborne. Lundquist Social Media Awards 2012. New frontiers of online corporate communications. Milan, 8 February 2013
8 February 2013Sala Dino Buzzati · Corriere della Sera · Milan
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 aract 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 Twier personal touch
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
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
Mistakes not to make Facebook Twier YouTube LinkedInAbandoned/fake/ ✔ ✔ ✔ ✔unoﬃcial accountsLow branding (“Is this ✔ ✔ ✔ ✔oﬃcial?”)Unconnected ✔ ✔ Occasionally ✖InitiativesPush-only approach ✔ ✔ ✖ PartlyQuestions/comments ✔ ✔ Partly ✔go unansweredInappropriate ✔ ✔ ✔ Partlylanguage/tone
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)
8 February 2013 Sala Dino Buzzati · Corriere della Sera · Milan2007-11-05 | 10
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