Lisa Harris Marketing

I’m on the way back from an inspiring morning participating in Headstream’s Social Brands 100 Panel (#sb100) at the lovely Charlotte Street Hotel (highly recommended if you are running an event in the area). You can see photos from the event HERE

Some of the key takeaways for me were:

For brands that are of sub-standard quality or that are supported by poor customer services, the social media world can be a very scary place. The temptation may be to ignore social channels rather than address the underlying problems that are driving the complaints in the first place.

The value of good communication skills – for example in pro-actively apologising for errors or converting a complaining customer into a supporter, all showcased in a channel where the entire conversation is visible to others.

It is easier for new ventures starting from scratch to set themselves up for effective social media engagement than it is to try and change the culture and structure of an established business.

Don’t forget traditional communication channels – not all your customers may be on Facebook, or even online at all, hard though that might be to believe J

A brand can be “social” without participating in “social channels”….think Apple and, er, Apple.

Some sectors such as pharmaceuticals and financial services will always struggle to participate in social channels due to regulatory constraints.

Beware “Socialwashing” (as in Greenwashing) – meaning social interaction that is not authentic but simply a facade or Potemkin Village

Is it fair to give some customers special treatment because they are personally influential and shout loudly and visibly? (Or was it always thus?)

Oh, and by the way, the top 5 Social Brands from the Headstream study are Dell, Nike, Starbucks, Giffgaff and BestBuy J