An Inside Perspective on Big Brands and Social Media

Although many big brands are active in social media, few are willing to share how their efforts are developed, implemented and measured. So when social media leaders from Wells Fargo, UPS, The Home Depot and Graco gather for a group discussion at the Online Marketing Blog, it’s worth paying attention. Here are some take-aways.

Lead with strategy: The big brands see social media as one component of their broader marketing efforts. The Home Depot’s efforts are more successful when they begin with customer expectations, not the latest shiny-new technology tool.

It isn’t a campaign: Social media requires constant attention, and organizations should avoid campaign-style thinking. From The Home Depot’s interactive marketing manager:

It’s not something you “do” the way you might traditional execute a print or television campaign. Instead, it’s about finding ways to connect and engage with customers in an authentic, timely and relevant manner.

Listening is key: Before you begin any social media efforts, listen to the conversation that’s already taking place. Graco uses listening as a foundation for building the social media business case and developing individual tactics. Others monitor the chatter on Twitter, blogs and online communities.

Metrics are important: Each organization bases their success on bottom-line results. In addition to the usual online measurements, consider how social media affects consumer engagement, customer feedback and brand preferences.

Entry barriers are few: One benefit of social media is its rapid implementation and relatively low IT investment. Begin with a small pilot effort and expand as your success grows.