For assignment 2, I would like talk about two brands, Kodak and Dell. I will write more about Kodak and share an excellent video about Dell's social media strategy.
Kodak and Dell both have very similar visions of social media strategy, and I believe they are ahead of many other organizations because they approach internet culturally, not just as a technological tool.
I think we all can learn from them and how they reinforce some basic points of social media that some business tend to forget or not recognize.
Based on the title, I can assure that Kodak and Dell could be considered the Michael Phelps of Social Media; they know how to swim and swim fast!
"Go with the flow" does not work on social media. That means if you are seriously thinking about being present in social media in a professional way you need to establish strategy and policies before you dive in.
From the strategies/policies I read from corporations, business and media channels, what I learned is that it is crucial to have established these elements BEFORE you enter any social media network. Social Media is an attractive, important and extremely helpful field to increase the marketing and PR of any organization. However it can be really dangerous, too. Internet is viral and social media can go both ways; it can revive your business or destroy it.
If you don’t have these policies and strategies established and jump into social media without any preparation of those elements, the image of your company can ruin your brand. If your company does not have the RIGHT people working and representing your organization, your business can go downhill and receive a bad reputation through out the web where news and information move fast.
In my opinion Kodak and Dell have one of the best social media strategies and policies established. The reason I believe these two companies are on top is because they have approached strategy and policy by understanding the web and internet user from a cultural perspective.
Kodak embraces three core elements. They see strategies and policies to be ACTIVE, ENGAGING and CONTROLING, mostly because they know that a strong, positive reputation can last in the long run impacting the brand image .
Reputation and Value – Kodak is interested in preserving their value as well as their relationship with their audience. Kodak has real people and wants to make the relationship with their clients most authentic and transparent as possible.
They care about what people are saying.
They apply social media as a two-way street.
They care about being connected and engaging with their customers.
They understanding that listening to their audience is the key for a healthy relationship to preserve the value and reputation of both the brand and customers.
They protect confidential information to build long lasting positive relationships that will generate positive feedback.
Kodak also recognizes that a negative relationship can generate negative comments from people, and if Kodak does not have professional members working behind their social media active engagement, it can hurt their image.
Since they are ACTIVE in responding with good manners and ENGAGE in a relationship with the customer they establish a truthful and mutual communication with their customers, preserving their image as well and the relationship as a whole. This engagement is to show how Kodak is looking at the big picture and not the selfish marketing and customer relations.
To avoid room for negative relationship inside social media, Kodak understands that the relationship with their customers are happening 24/7 and they need to be in CONTROL of the content generated in their social media sites. Control for Kodak means to be on top of things and be different than many businesses that are hesitant; they believe social media does not give control to the company since it is so dynamic and viral.
That’s is not true. Your company dicatates how the control will happen. Like Kodak, if you hire the correct employees that are trustworthy you establish rules and guidelines for them to follow, control will exist. This will decrease the chances of having employees mix professional and personal use in the web which can generate miscommunication, making the brand appear unattractive and create bad relationships with their customers.
You control the content. I believe a lot of organizations these days are not entering the world of social media because they do not understand how much control they can have through useful technologies already provided in the internet. The main control comes from a strong policy and a well thought-out strategy.
Below there are two videos. One is the fun aspect of Kodak’s Social Media Team, and the other one is from Dell’s Social Media Strategy is 1 hour long but worth every minute of it. I hope you enjoy them!