This pdf is the final part of a 4-part white paper on corporate social media use. The white paper comes in four parts: 1) An evaluation of where social media for business is right now 2) An investigation into how social media has changed the definition of corporate communications 3) Case Studies on how 7 leading companies use social media - from Dell, Starbucks, Intel, Ford, IBM, Pepsi and Disney 4) Predictions on how corporate social media will develop in the future You can sign up to be emailed all four parts when available at https://secure.firstconf.com/usm/corpmedia/register.php?utm_source=SlideShare&utm_medium=White%2BPaper&utm_campaign=USM

1. Corporate social media:
an investigation into the
relationship between business
and social media, with
7 real-world case studies
Part four
Report produced in partnership by
Jonathan Ballantine and Nick Johnson

2. Meet and learn from expert corporate social media practitioners in person at the
Corporate Social Media Summit – find out more at usefulsocialmedia.com
From Social media has been a quick success – and one that caught many by surprise.
In less than a decade we have seen a massive shift in the way content is being
following generated and distributed across global communities.
to leading
We may be witnessing the beginning of the end of the business-as-usual landscape: we
have seen the collapse of GM and Lehman Brothers; revolt at the culture of excessive
bonuses and, in Britain, MPs’ expenses; not to mention the near economic collapse of
Iceland and Greece.
These incidents are converging and, as we move forward, changing the way businesses
behave. Today there are greater demands on corporations by stakeholders for
accountability and transparency. Simultaneously, social media continues to innovate and
proliferate mainstream culture.
Somewhat paradoxically, social media engagement can both foster and hinder an
organisation’s progress towards greater accountability and transparency.
On the one hand, social media has the power to rapidly fuel negative messages among
influential external communities. On the other, with careful planning social media
engagement can be used to target your audience and engage them about the work you
are doing – and can provide enormous opportunities such as third-party recommendations
that can affect brand reputation and long-term financial performance.
A company’s communications team has a key role to play in the internal development
of social media engagement, by incorporating key components of social media within
the organisational communication strategy. However, if the two fundamental principles
of social media engagement are authenticity and transparency, then social media cannot
be the exclusive domain of the communications department in the longer term. To fully
realise the potential of social media, organisations need to make it a part of their DNA by
embedding social media practices across the business – with all employees acting as
ambassadors.
In many cases, specific business units such as R&D, product design, purchasing or
logistics are better placed to engage at the micro-level and convey a company’s message
to their specific communities, rather than working through a centralised communicator.
Marketing and customer service can benefit immensely, and senior management can
go a long way towards humanising a company through their participation. All of this can
generate significant upside in the form of brand equity, product development, research
data, and much more.
Only this next level of social media engagement, where organisations are generating
highly-focused, micro-engagements that foster organic conversation, will help turn
“followers” into brand advocates.
This is end of Part four of our White paper. Parts one, two and three
have been released and are available at usefulsocialmedia.com 2

3. Meet and learn from expert corporate social media practitioners in person at the
Corporate Social Media Summit – find out more at usefulsocialmedia.com
Do you want to get insightful,
practical advice from successful
corporate social media
practitioners – in person?
All these corporate
social media experts Then you should attend the
confirmed to speak!
Corporate Social Media Summit!
Bill Tolany
Head of Social Media
Whole Foods Market Two-day business conference, 15 – 16 June 2010
The Helmsley Hotel, Manhattan, New York City
Heather Oldani
Director of US Communications
McDonald’s
Amy Powell • 0+ expert corporate speakers:
2
Senior Vice-President,
Interactive Marketing Practical and relevant insights from 20+ expert
Paramount Pictures
corporate speakers
Molly Schonthal
Head of Social Media
Nokia
• n agenda tightly focused on business concerns:
A
14 sessions of best practice, benchmarks and practical
Chris Barbour
Head of Digital Marketing, next steps you can use
adidas Originals
Adidas
• 2+ hours of excellent networking opportunities:
1
Robert Halper
Director, Video Generate a new support network and sounding board
Communications
Johnson & Johnson
Stefan Heeke
Director of Online Marketing
Siemens www.usefulsocialmedia.com
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