Michael BergerSocial Media

Best Practices – Social Media: OVERVIEW

• Host of an ongoing conversation

• Treat everyone as an important guest

• 4 key parts:

• Listen

• Engage

• Build trust

• Build fan base

Best Practices – Social Media: LISTEN

• Your Website, Blog, Facebook, Twitter = Attention & Participation

• Others’ Websites, Blogs, Facebook, Twitter or other external presences = Authority & Influence

Best Practices – Social Media: LISTEN

• Results?

• Tweets to 100K followers

• Blogs to thousands of readers

• News media RUN with the story

• ROI on direct one-to-one marketing can be huge!

Best Practices – Social Media: ENGAGE

1. Interact

2. Gauge reaction

3. Ask questions

4. Give honest answers

5A. Poor results? Do things differently

5B. Good results? Do more of the same

Best Practices-Social Media: ENGAGE

• Social Media element in every KFC project

• ROI = connect with fans; ensure brand remains relevant

• Double Down - Facebook, Twitter, Youtube

Best Practices-Social Media: TRUST

• People trust people, not institutions

• Edelman Trust Barometer

• We trust most “a person like me”

• Doctor/healthcare specialist - 2nd/3rd

• Not high on list – financial/industry expert

Best Practices-Social Media: TRUST

• How do we earn trust?

• Quality products and services

• Transparent and honest business practices

• Communicate frequently

Michael BergerSocial Media