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What’s Your Social Media Strategy?

A global bank executive recently described to us a challenge for our times. It turns out that a customer who normally would qualify for the lowest level of service has an impressive 100,000 followers on Twitter. The bank buy twitter accounts with followers isn’t doing much yet with social media and has no formula for adapting it to particular customers, but the executive still wondered whether the customer’s “influence” might merit special treatment.It’s the kind of perplexing question many companies face as they formulate their thinking about social media. To understand how businesses are approaching the challenge, we analyzed strategies and practices at more than 1,100 companies across several industries and continents, and conducted in-depth interviews with 70 executives who were leading social media initiatives. Our research revealed four distinct social media strategies, which depend on a company’s tolerance for uncertain outcomes and the level of results sought.
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The “predictive practitioner.”

This approach confines usage to a specific area, such as customer service. It works well for businesses seeking to avoid uncertainty and to deliver results that can be measured with established tools.To increase Clorox’s virtual buy followers on twitter cheap R&D capabilities, the social media team created Clorox Connects—a website that enables brainstorming with customers and suppliers. A typical query posted there: “We’re working on X product idea. What features would you like to see included?” To encourage participation, Clorox uses incentives borrowed from gaming. For example, people who post answers or add rating comments are awarded points. The site features different levels of difficulty, and contributors who demonstrate expertise can advance to problems requiring greater creativity, knowledge, and involvement. The sharpest contributors gain visibility, making participation rewarding and sticky. One early success came after Clorox posted a question about a specific compound for its salad dressings.

Young people becoming independent and building resilience

Online spaces are social spaces, and social networking services offer similar opportunities to those of offline social spaces: places for young people to be with friends or to explore alone, building independence buy followers for twitter and developing the skills they need to recognise and manage risk, to learn to judge and evaluate situations, and to deal effectively with a world that can sometimes be dangerous or hostile. However, such skills can't be built in isolation, and are more likely to develop if supported. Going to a social networking service for the first time as a young person alone can be compared to a young person's first solo trip to a city centre, and thus it is important for a young person to know how to stay safe in this new environment.Managing an online presence and being able to interact effectively online is becoming an increasingly important skill in the workplace. Being able to quickly adapt to new technologies, services and environments is already regarded as a highly valuable skill by employers, and can facilitate both formal and informal learning. Most services are text based, which encourages literacy skills, including interpretation, evaluation and contextualisation.

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