Domino's - an example of social media success

If you missed the first part, check it out here.

Now for the good: a coworker in our PR department had an experience in which FedEx missed a next-day delivery. She decided to voice her frustration by tweeting, “FedEx really expletive deleted on me today.” Within 30 minutes, she got a retweet from FedexAl asking if he could help. This small effort from FedEx customer service immediately turned her from disgruntled to impressed.

An even better example would be Domino’s Pizza.Read full post...

Sears - an example of social media failure.

Everyone seems to be buzzing about Social Networks and how to take advantage of them for marketing purposes. It is a great opportunity for companies to join a conversation that’s already taking place rather than trying to start a new one. As with any conversation, you have to listen. Imagine walking into a crowded party and just starting to talk about things that interest you without bothering to figure out the current topic of the conversation. How would people react?

Here is my step-by-step guide to getting into the social networking fray.

1. Plan: Before getting involved, ask yourself, “What are my business goals and how do I plan on measuring them?” Only then can you develop a plan to make social media a part of that success.
2. Listen: Begin monitoring the current conversations to find out if people are talking about you and what they’re saying.
3. Evaluate: Is there a prevailing positive or negative tone to the existing conversations?
4. Engage: Social networks can be a great opportunity for customer service, as you’ll see in the examples below.
5. Promote: The final—I repeat, final—step of playing in the social network sandbox is promotion of your goods or services. Once you are a part of the conversation, then you can start changing its direction.Read full post...