Things you don’t need to knowbut that might come in handywhen you’re thinking of openingup Pandoras box of social mediafor your company / organization. What the social media books don’t tell you Koen Delvaux @kodel
We wanna be social, to do… Promotion (campaign) Support (helpdesk) Recruiting (jobtweets) Wrong. It’s not a tool, it’s a way to achieve business transformation
You have to be social to… make customers part of the organization And then support them, let them promote your service or find new employeesBuzzwords to lookup: reverse CRM, customer centricity, prosumer, socialcrm, conversation manager, employee brandbuilding, VRM, crowdsourcing
“Let’s do this social campaign” 450 followers later…
What happened?Twitter users discover the first “winner” isan account of partyplanners themselvesand suspect the iPad will not be awarded.Partyplanners says they made a mistakebut will appoint the correct winner.They take the page with the winner offline.Busted?
Result: twitterstormFight, fight, fight!A lot of negative reactionsGoes from defensive to offensive
Repair attempt 1: appoint new winner (yes, me!)Mistakes: Not proactively communicating mistake Trying to divert attention Staying impersonal (“we” vs. “I”, name)
Repair attempt 2: apologize and explain (on my advice)Mistakes (corrected later): Accusing whilst apologizing Pointing fingers to an individual Very bad spelling & grammar
Repair attempt 3: give up on social media (note: private message to me)Mistakes: Tweets deleted in a cover-up attempt Not commenting on hostile blog posts Withdrawing without explanation
End result: disasterconvicted without a trial… (or: didn’t show up in court)
Learnings from partyplanners1. Get good advice2. Treat people with respect: honest & open3. Behave like you’re at a cocktail party (taking the stage is for the in crowd only)Never start with a campaign. If you have tocampaign, do something relevant.