Is your business using social media for brand building and customer engagement, or does the fear of a tweet scandal – like US Airways recent NSFW post – keep your company from engaging on social media?
With social media usage now ubiquitous inside and outside of companies, avoiding social media is no longer an option. Businesses need a robust strategy to dynamically engage with customers via social media and build their brand.
Let’s consider MasterCard, a 48-year-old financial services corporation that, up until a few years ago, did not exactly have a reputation for being cutting-edge.
In 2009 when MasterCard’s CEO challenged the company to transform from a B2B financial services company to a consumer-focused payments technology company, social media proved key for accomplishing this branding transition. To integrate social media usage throughout the company, MasterCard launched a “Conversation Suite.”
Conversation Suite is more than just a social media monitoring program – it’s a dynamic, global insights and engagement engine that helps to move MasterCard away from just monitoring social media to using social media data for meaningful engagement that not only informs business decisions, but truly builds MasterCard’s brand.
Whether your business is just starting to use social media for brand building ¬– or your previous social media engagement efforts have fallen short – there’s a lot to learn from MasterCard’s innovative approach to brand engagement.
Here are the top brand-building social media “best practices” for your business:
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