Social Media: Rules of Engagement

In 2009, with the current economic climate, a growing number of companies are recognizing the opportunities for building trust and advocacy with their customers through social media. One of the next steps for those companies already involved in social media campaigns is to further define best practices in terms of communication.

A recent briefing published by Econsultancy offered the following rules of engagement for companies looking to increase the success of their social media campaigns this year:

• Work harder to identify where your brand is positioned online and where the conversations are actually taking place.
• Approach your customers using channels that they are already familiar with, instead of merely driving traffic to your own website.
• Identify the best person to manage social media channels. Consider allowing customers to engage with more senior-level employees. This will enable your brand to build greater authority and influence.
• Achieve a balance between defending your brand’s public image and protecting intellectual property by restricting the information that you disclose in the public domain.
• Make sure that your brand is actively involved in the online community. This will make it easier to tap into social media networks and to foresee potential opportunities for collaboration.

To learn more about JSH&A’s social media capabilities, please visit www.jsha.com or call me
at 630.932.7906.

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