This document discusses key principles for social brands. It emphasizes that social brands should be built for social engagement, embrace imperfection, and have brand engagement both on their own platforms and where they are discussed. It stresses the importance of active listening, win-win relationships, and appropriate social behavior. Additional principles highlighted include creating value over sending messages, managing brands in a human context, reflecting personality through different currencies, and timely response being critical to social enablement. It also notes that outposts should be driven by community, both positive and negative feedback should be acknowledged, and behaviors should mirror communities. Social brands need a moral center shared by representatives and social engagement is a commitment rather than a campaign.

1. #SB100 @socialbrands100

2. Built to be
social?
#SB100 @socialbrands100

3. Perfect
imperfection
#SB100 @socialbrands100

4. Panel
score Brand
engagement
(On its own
Social outposts)
brand = +
score
Social Brand
engagement
engagement
score
= (Where talked
about)
Scale of the
brand’s
community
engagement

5. Active
listening
+
Win win
= relationships
+
Appropriate
social
behaviour
#SB100 @socialbrands100

6. Create value, over sending messages
1
2
Exchange rigid control
for greater involvement
3 Manage brands in a human context
4
Reflect personality through
different types of currency
5
Timeliness of response critical
to social enablement
#SB100 @socialbrands100

7. Use of outposts driven by community
6
7
Positive and negative acknowledged
and accepted
8 Create, develop and encourage social behaviours
that mirror communities
9
True, compelling, authentic
and transparent
10
Simplify intent and continually fulfill it
#SB100 @socialbrands100

8. To be a social brand you
need a moral centre to your
purpose, shared by those
that represent you
#SB100 @socialbrands100

9. Social is not a campaign,
but a commitment
#SB100 @socialbrands100