Starbucks presses social media onward

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Five employees manage Starbucks’ social media and, with 34 million fans, have developed the fifth-largest brand on Facebook.

Duane Tilden‘s insight:

“Starbucks was holding Facebook promotions before most restaurants even figured out this was a space they needed to be in,” said Alicia Kelso, senior editor at Networld Media Group in Louisville, Ky., parent company of FastCasual.com and other online trade publications that track the restaurant business.

See on seattletimes.com

Social Dellight: From social media presence to a social business

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Dell is a social media pioneer, jumping in before the first tweet was ever sent. The man who spearheads their efforts, Richard Margetic tells B&T how to improve your brand’s presence.

Duane Tilden‘s insight:

How are brands stumbling on social media?

From the very beginning we realised social was not a traditional marketing tool, and if you treat it as a broadcast medium you’re going to fail. So many brands continue to do that today, despite the fact the medium requires engagement and authenticity and organic communications which are two-way.

The core things companies need to know are whether people are talking about your brand, product or area, and, if that’s the case, you need to establish a presence in social media. […]

Another is curation. Right now there’s so much being generated you need a curator to make sure the amount of time you’re spending is used on things that are important to you. User curation with influential users, will become stronger too.

Then there’s individual social capital. For years people have been talking about influencers, but for us the direction is more along the lines of understanding a complete profile of an individual: his or her levels of expertise, areas of interest and, secondarily, his or her level of influence.

There’s too much grey stuff around understanding influence, but the data and signals generated by individuals will become more embedded across any social media campaign across the company.

See on www.bandt.com.au