Company X wants to improve its social media strategy to better engage customers. The plan includes expanding platforms like Facebook and Twitter to have more meaningful conversations. It also suggests adding LinkedIn and YouTube to position the company as industry leaders and share content like assembly videos. Key goals are to encourage more customer feedback, spread positive comments, and respond quickly. The engagement program details enhancing existing channels and adding new ones to fill gaps. It provides examples like encouraging photo uploads and virtual room designs. The response program emphasizes implementing engagement across departments and dedicating time for timely replies to maintain conversations on all platforms.

1. SMACAD Class AssignmentInitial Social Engagement Planfor Company X

2. Background:Company-X is a office equipment manufacturer with a social media strategySocial media strategy is not impactful and lacking engagement• Company X is generally well thought of by customersCompany X needs to better leverage social web channels

3. Goals:Company X wants to encourage more customers to speak upCompany X wants to spread the wordabout what customers say Company X wants to respond more quickly

4. ComponentsPlatform considerationsSocial engagement program / amplificationResponse program

5. Platform ConsiderationsExpand existing social platform to include a broader and ultimately more influential and integrated collection of social websitesKeep social platform manageable. Add appropriate social channels in the future as needed.

6. Platform ConsiderationsCurrent Web Platform AssumptionsWebsiteGeneral Company X information Contact Information (Sales/Customer Service) Product Catalog eCommerce functionalityFacebookPosts periodically to feature new products or special promotionsOne-sided conversation; not much feedbackTwitterPeriodically Tweet Special Offers Links back to products on website

7. Platform ConsiderationsEnhanced Web PlatformWebsiteEnhance to support social engagementFacebookUse to greater potential with meaningful conversationsTwitter Use to greater potential with meaningful conversationsNew Additions to Web PlatformLinkedInAdd presence and influence in “business” environmentBlog(s)Share and participateYouTubeEnhance conversations with video

8. Social Engagement ProgramEnhance existing channels and add new social channels to fill the gaps

9. Social Engagement ProgramEnhance existing channels and add new social channels to fill the gapsCompany X WebsitePredominantly display all links to social sites to give customer more control and options of how to make contact and have dialogueCreate Blog to share ideas, information and commentsFacebook app so users can “Like” products and comment directly from website

10. Social Engagement ProgramEnhance existing channels and add new social channels to fill the gapsFacebookPersonal Pages for key Sales, Leadership, and Customer-Service StaffEvolve to Sales and Customer Service platformEnhance FB applications:Encourage customers to upload photos and share their “Best room” using Company X productsShare room ideas with a virtual “build a perfect room” app and encourage dialogueAsk the “furniture/interior designer specialist” section

11. Social Engagement ProgramEnhance existing channels and add new social channels to fill the gapsTwitterDon’t just tweet product informationEncourage dialogueAsk what users think about productsAnswer questionsProvide tipsTweet about virtual section on FacebookTweets about “Best Room Contests”Sales and customer service applications

12. Social Engagement ProgramEnhance existing channels and add new social channels to fill the gapsLinkedInUse profiles and conversations to position Company X people as “knowledgeable and accessible industry leaders”Create a company pageIndividual pages of key personalCreate a group relevant to Company X’s offeringsJoin groups relevant to Company X’s offerings AND where Company X’s clients are

13. Social Engagement ProgramEnhance existing channels and add new social channels to fill the gapsYou TubeCreate Company X ChannelPost any conventional CommercialsHow-to and Assembly videos“Best Room” or “Best Use Of A Product” video contest (Similar or same contest as Facebook)

14. Social Engagement ProgramEnhance existing channels and add new social channels to fill the gapsBlogsCreate Blog on Company X websitePost regularly with product/company ideas, comments and informationKeep it fun! Also post humorous “Life in the Office” observationsIdentify other appropriate Blogs and participate in the conversations

15. Response ProgramImplement social engagement throughout all Company X departments – product development, sales, marketing, customer service, etc.Dedicate and/or assign times so that posts can be answered in a very timely manner. The conversations must be kept up in all platforms.Use available tools/web apps to monitor social sites (i.e. Google Alerts)Be timely with comments – An “industry leader” is knowledgeable AND accessible