Reputation preservation and enhancement: Use social media to ...

Note: These are my rough notes from the?3rd Annual Corporate Social Media Summit, NY?and may not perfectly reflect the?thoughts?or intent of the speaker(s). Please let me know if you think there are improvements, corrections, etc. to be made. Other notes from this conference are tagged?CSMNY.

Brandy King, Southwest Airlines

• Reality show mentions caused job applications to spike, so they started a southwest airlines blog
• Team of 5, rotating around the clock, names with a personality, profile on their blog
• Get other departments involved in blog
• Paid owned earned media is a huge focus
• Paid includes sponsored stories, and they do have a way to track revenue from specific posts to website with link tracking, the tweet gets credt
• Some of their highest revenue generating sales have come completely from social media
• Wifi on flights allows customers to tweet to them while they?re on the flight
• ?if you don?t feed the dogs quickly, they?ll rummage through your garbage? ?- prepare for crisis before it happens ? they have brainstormed 50+ categories and have crisis plans for all of the that include social
• When there was a hole in their airplane, the first picture the CEO had in the crisis command center of how big the hole was, was from twitter
• Going dark is not an option, they have an alternative website that is not as happy cheery, and let?s them still be up and online during a crisis
• Wen they have an issue that involves a pilot, they will check the pilots social spaces to see if there?s anything negative or identifiable there
• Used cotweet to track back relationship with @BlueStMuse when they tweeted pic of sunroof inn SWA Flight 812
• Her calm demeanor helped the situation
• They must communicate during crisis, but don?t have to show all their cars. Not what they say, but how they say it and how quickly it is said is important
• Social biz implications: this journey is 1% finished

Sarah Carver, Radian6

• Customers no longer have to line up to complain
• You have to find the voice for your brand, even if it isn?t the voice you planned to have. It has to be real and authentic
• If you monitor your social, always monitor for ?Dear (brand)?, it?s either a love letter or a hate letter
• When a crisis happens, if you say you?re sorry, people trust you

Panel Q&A, also included Bill Tolany, Whole Foods Market

• Issues have different levels of time sensitivity, ex Whole Foods soggy pear isn?t as time sensitive as an airplane issue
• Customers are still surprised whe SWA responds [CB: eventually this will become the norm, although I see customers expecting immediacy]
• Responses to customers get retweeted, showing youre helping them
• How do you decide what smaller platforms to engage in? Find where the conversations are happening that align with your and your customers interests. Also, create relationships with these platforms early on
• For Whole Foods, Facebook and twitter were very localized efforts, Pinterest is being treated as a global effort
• Most people don?t understand what they?ve agreed to when they go on Facebook, and brands struggle how to deal with that
• They might Like us, but they don?t necessarily want to marry us, be careful about using them for sponsored stories

Were you there too? Add your notes in the comments below and I?ll update the post.

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