Social Media Essentials
Joe Chernov/@jchernovDirector of Content, Eloqua
Co-chair WOMMA Member Ethics Advisory Panel
Beyond th
e Tools
Content Ignites
TimingSharableUn-gated
InfluencersDecentralized
Digestible
Human
Surprising
Controversial
Contrarian
Storytelling
Feed insatiable appetite for content
Four Priorities
View support as marketing
Prioritize “real time” media
Avoid ethical trappings
“When customers are empowered,
customer service is marketing.”
Deliver “WOW” through service
Return anytime, as in forever
Real people, real knowledge(and really simple)
Best Buy’s instant support onTwitter, Facebook, YouTube
Most loyal customers get:
- Fresh local turkey at Thanksgiving- 7’ Douglas fir at Christmas- $15 back on $100 spend- Loads of high value coupons- Free cookware- Free goods following storms- Unadvertised specials
“How would you reactright now if ___?”
… your product became tax free
… your company was named “best place to work”
… a customer raved about you on a top site
… an industry analyst said you are hard to deal with
… your CEO was fired
… a competitor was bought
Do disclose / require disclosure of commercial relationship
Do respect the “rules” of the venue (no astroturfing)
Don’t request a positive review (honesty of opinion)
Don’t demand the removal of negative review
Don’t make quid pro quo offers to bloggers
Don’t forget that clients/employers = material relationship
A Few Ethical Best Practices
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