Employees Gone Wild: The Importance of a Corporate Social Media Policy

source: corporatecomplianceinsights.com

In this week’s readings, we learned about the importance of developing effective corporate social media plans and policies to ensure security, privacy, and proper brand positioning when sharing information. For example, the U.S. Army's social media handbook includes specific guidelines, case studies, checklists, and dos and don'ts on safely and effectively using social media for its employees.

But what happens when an employee deviates from the corporate social media policy and posts something that ignites backlash, creates negative publicity, and damages corporate reputation? As Dave Kerpen says, “You know your company will make mistakes, but you don’t know when they will come, what they will be, and who they will offend" (Kerpen, 2011, p. 190).

For this week’s post:

• Provide a real-world corporate example of an employee social media gaffe that received negative publicity. (Hint: here's one.) 
• How did the company handle the gaffe? 
• What were the ramifications of the gaffe on both the employee and the company?

• Now pretend you are the head of social media at this company. 
• Would you have handled the situation any differently? How? Consider your current social media crisis plan.
• How would you amend your current social media policy to prevent similar situations? Consider the rights of employees under the National Labor Relations Act. 

To reference while writing your responses, review Scott’s perspective on social media policies (Scott, 2012, p. 91-92) and Kerpen’s perspective on social media crisis plans (Kerpen, 2011, p. 187-197).

Good luck and I look forward to reading your posts!


Works Cited

Kerpen, D. (2011). Likeable social media: How to delight your customers, create an
irresistible brand, and be generally amazing on Facebook (& other social networks). New
York: McGraw-Hill.

Scott, D. (2013). The new rules of marketing & PR: How to use social media, online
video, mobile applications, blogs, news releases, & viral marketing to reach buyers
directly (3rd ed.). Hoboken, N.J.: John Wiley & Sons.

Three Ways Red Bull Fuels Its Social Media Success

Spoiler Alert: Red Bull sells a lifestyle, not a drink.

Global brand Red Bull "gives wings to people and ideas" through its integrated, digital ecosystem. Its in-house media team, Red Bull Media House, serves as the brains behind Red Bull's innovative social media strategy. Why is it so effective? “Red Bull is not selling a beverage; it’s selling an adrenaline-filled brand experience and we’re all buying into it” (Shapiro, 2014). Let’s take a look at three ways Red Bull fuels its social media success.

Red Bull Website

1. Red Bull Knows Its Audience

Red Bull gets it. The company understands its audience, what social media channels they use, and how to effectively engage these consumers. Red Bull targets 18-34 year-old males who are thrill-seekers, extreme sports enthusiasts, and adrenaline junkies. Red Bull's social media marketing strategy focuses on this buyer persona to inspire and empower them that anything is possible (literally) - cue: Red Bull Gives You Wings! 

The company doesn't have to sell its product directly to its target consumer; instead, Red Bull promotes its extreme sports lifestyle positioning, which indirectly translates to its energy drinks and (importantly), its bottom line.

Case in point: I recently asked my husband (33, avid snowboarder, extreme sports lover) what he thought about the Red Bull brand. Unprompted, he said, "Red Bull pushes the envelope. They try to achieve the impossible and they take us along for the ride. If we can dream it, they will make it happen." What an awesome testimonial! Did he mention the Red Bull energy drink at all? No. Does he buy and drink Red Bull because he understands what the product represents? Yes.

2. Red Bull's Content Is King

Online marketing strategist David Meerman-Scott said, "You are what you publish" (Scott, 2013, p. 192). Simply put, Red Bull publishes incredible, high-impact content. It tells a story. It's visually captivating. It's progressive. It pushes the envelope. It's continually evolving to exceed customers' aspirations. This enviable content is most visibly showcased on its social media platforms and website.

Social Media Platforms & Integration
Red Bull’s social media marketing strategy targets its audience through five, integrated channels: Facebook, Twitter, Google+, Instagram, and YouTube. These channels reflect its core customers' social media needs. They want exciting content in real-time that’s easily shareable based on the activities they admire and enjoy. They want to be part of the experience.

For example, Facebook is Red Bull’s most popular social media channel with nearly 46 million likes. Red Bull’s Facebook community has an appetite for mind-blowing images, adrenaline-fueled videos, and aspirational content to like, comment on, and share with friends. Red Bull motivates and energizes its fans with videos, photos, and articles that link back to RedBull.com, all with a core focus on its extreme sports lifestyle positioning.

Red Bull Facebook Page

Website Segmentation 
Red Bull’s website is targeted specifically to its core audience, broken out by “action” tabs, like Adventure, Bike, eSports, Motorsports, Music. It also features additional segments on Skateboarding, Snow, Surfing, and Games. Each segment has specific, captivating content, including videos, photos, articles, athlete profiles, and upcoming events. This further showcases how Red Bull has identified and segmented its audience while serving up relevant, meaningful content to them (and...hint hint…it’s not about the various flavors of Red Bull!). Plus, the website seamlessly integrates with Red Bull's social media platforms, creative a comprehensive digital ecosystem.  

Red Bull Website

3. Red Bull = Authenticity

Unlike other powerhouse brands, Red Bull keeps mum on its actual energy drink product on social media, and instead focuses on authentic content that reflects a lifestyle. This authenticity allows Red Bull to win its customers' mindshare because the brand focuses on what its customers want instead of what Red Bull can sell to them. Social media guru Dave Kerpen says, "Marketing can't be solely about your brand, or product, or feature and benefits anymore" (Kerpen, 2011, p. 47). Red Bull's strategy is to focus solely on its customers through the lens of its customers, and it works.

What's more? Red Bull deploys a unique and authentic engagement strategy. For example, on its Facebook page, Red Bull lets its fan base engage with each other, rather than proactively engaging in the conversation. By providing visually compelling content, Red Bull begins the conversation, but allows its users to finish it. Some may say this is breaking a cardinal rule of social media—two-way conversations are imperative for success—but, Red Bull stays true to its strategy and lets its content speak for itself.

That’s not to say Red Bull is completely silent on its social media platforms. In fact, Red Bull’s community managers provide witty replies on its Twitter page to fans regularly. Red Bull understands its customer base, and in return, customers understand and respect the brand’s authentic approach to sharing unique content. This strategy won't work for every brand, but for Red Bull, it does. 

Red Bull Twitter Page

Red Bull’s Social Media Strategy Soars

Red Bull is a successful case study on how understanding your audience, pushing the envelope with compelling content, and remaining authentic on social media equates to success. We all should take a cue from Red Bull on how to take our own social media strategy and give it wings.


Works Cited

Kerpen, D. (2011). Likeable social media: How to delight your customers, create an 
irresistible brand, and be generally amazing on Facebook (& other social networks). New 
York: McGraw-Hill.

Scott, D. (2013). The new rules of marketing & PR: How to use social media, online 
video, mobile applications, blogs, news releases, & viral marketing to reach buyers 
directly (3rd ed.). Hoboken, N.J.: John Wiley & Sons.

Shapiro, T. (2014, April 11). 3 Megabrands that hit the branded content nail on the head. CMO.com. Retrieved from http://www.cmo.com/articles/2014/4/4/_3_brands_that_are_n.html

Listen, Understand, Engage: How to Implement a Social Media Listening Strategy

The New Rules of Marketing & PR Author David Scott-Meerman said, "You can't just make decisions on what you think your products do; you need to make decisions on the perceptions of what people are actually doing with your products" (Scott, 2013, p. 86). The social media landscape is a great place to understand those perceptions.

Curious about how to implement a social media listening strategy? Consider the following real-world scenario:

Scenario: You are the social media head of a new men’s razor that was launched 2 weeks ago all around the USA. The Vice President of Communication noticed several negative comments on the social Web as well as dozens of unanswered positive comments throughout the social Web but specifically when typing in Google the word Razor or new men’s products. The VP realizes that action is required in order to better listen and respond to customers who bought or are planning on buying the new razor.

Where to begin? Razor Company must implement a social media listening strategy to better understand consumer sentiment about its razor product and effectively engage in the social media dialogue. 

Let’s break it down in three steps. 

Step 1: LISTEN 
Likeable Social Media Author Dave Kerpen said, "You have to want, even crave, feedback of all kinds because you know it gives you important data to build a better organization" (Kerpen, 2011, p. 65). First, Razor Company should develop a “listening” action plan to support its initiative. To start, this will include a few elements:

• Identify the main listening goals. Consider outcomes like greater customer engagement, quicker response time, deeper knowledge of brand sentiment, or better customer service.
• Assign and deploy an internal social media monitoring and response team.
• Identify where to listen and how to listen: Try Google Alerts, Social Mention, and Technorati to consistently listen to brand sentiment and dialogue. Try Hootsuite (or something similar) to carefully monitor social media channels and hashtags. 
• Start listening! 

Step 2: UNDERSTAND
Next, Razor Company should analyze and optimize its current listening to deeply understand how consumers are talking about its brand(s). This analysis will determine how to engage in the social media dialogue. Here are a few questions to get the ball rolling:

• Where are consumers talking most often? Least often? 
• Are there any trending phrases/words to closely monitor? 
• What are consumers saying about Razor Company's competitors?
• Are consumers criticizing your brand? If so, how can Razor Company respond to appease the situation?
• Are consumers speaking positively about your brand? If so, how can Razor Company respond to and/or strengthen this relationship?
• Are there brand champions or key influencers to tap into to help elevate Razor Company’s brand? 

Step 3: ENGAGE
One...two...dive in! Razor Company has deployed a listening strategy and has a deep understanding of what is being said about its brand. Now they can begin diving into the social media conversation. Here are some best practices to consider:

• Engage thoughtfully, reflecting Razor Company’s personality.
• For positive comments, let these customers know you appreciate their comment and you’re listening to them. This will establish two-way meaningful relationships that will accelerate your brand equity.
• For negative comments, respond publicly, but quickly take the conversation offline or via direct message. Kerpen says, "If you can respond quickly and authentically, with an apology and a solution, you can avoid any damage to your reputation" (Kerpen, 2011, p. 84). 

WHAT'S NEXT?

After Razor Company has listened to the conversation, understood the conversation, and engaged in the conversation, they are one step closer to achieving their strategic social media goals.  

Now let’s get the conversation going. How would YOU attack this real-world scenario? Leave your comments below. 




Works Cited

Kerpen, D. (2011). Likeable social media: How to delight your customers, create an 
irresistible brand, and be generally amazing on Facebook (& other social networks). New 
York: McGraw-Hill.

Scott, D. (2013). The new rules of marketing & PR: How to use social media, online 
video, mobile applications, blogs, news releases, & viral marketing to reach buyers 
directly (3rd ed.). Hoboken, N.J.: John Wiley & Sons.

[Untitled photo of social media listening ]. Retrieved February 3, 2015 from: http://www.agsalesworks.com/Blog-Sales-Prospecting-Perspectives/bid/100562/Integrating-Social-Media-Listening-Into-The-Sales-Process#.VNGGJ4cQ7zI