What’s social media good for? Depends who you are.

March 16th, 2009

It’s hard to explain the value of social media because it’s good for so many things.

Different departments of an organisation can use social media for different purposes, and apply different measures. Here’s a partial list. Have we missed anything?


  • Increase web traffic
    • in order to increase ad revenue
    • in order to increase sales
    • in order to increase paid membership
    • in order to increase site membership and engagemen
  • Increase word of mouth marketing
    • in order to cut marketing spend
    • in order to create authentic, grassroots community -> co-create products, services
  • Grow database
    • in order to build long term customers
  • Brand win-back
    • Entrench brand loyalty
    • Build customer loyalty
  • Sales

    • Increasing sales through all channels
    • Leveraging salespeoples’ personal brands


    • Recruitment
    • Employer brand positioning
    • Revealing internal culture for recruitment
    • Education – explaining company’s role
    • Headhunting through social network sites
    • Training
    • Increasing engagement
    • Culture change
      • Opening up communications channels/dialogue
      • Breaking down silos


    • Telling your side of the story
    • Crisis management
    • Blogger relations
    • Media relations

    Customer Service

    • Reducing customer support costs
    • Increasing customer service quality

    Market Research

    • Generating consumer insights -> innovations
    • Brand sentiment monitoring


    • Get more attendance
    • Make event more interactive


    • Humanise the brand (thanks to Mr K for the suggestion)


    • Virtual teams/collaboration

    What’s missing?

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    Why Twitter is great for branding

    March 3rd, 2009

    Consumers make their own brands Matt at Kurb thinks Twitter’s not good for branding, because it only allows 140 characters. I disagree.

    Branding has always been about a simple, big idea. Just Do It. I’m Loving It. etc.

    What’s changing now is that audiences are getting more involved, expressing their own perceptions of brands.

    In one way, it’s nothing new. My version of Nike has always been idiosyncratic and different to your perception.

    But now we have the tools to mash up our favourite (or least favourite) brands and express our own perception.

    If you have a brand, you’d be smart to get into that conversation with others about your brand. You may find hidden facets, things people think about you that you never thought of.

    Because it’s a conversation, Twitter gives you the opportunity to practice your brand, and co-create it with your customers and prospects.

    Where’s the money? There’s not a straight-line path between exploring your brand on Twitter, and money in the bank. But the line is there. It’s called strategy, and it’s preparing you for next month, next year, two years from now.

    And, as my recent post shows , brands don’t need to be commercial. Simple, big ideas can like Twestival and Blackout can cause social change, whether it’s digging wells or changing laws.

    And it all comes down to the new world of branding that’s being created on Twitter and other conversation platforms. Are you there? Are you learning?

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