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Have You Tweeted Any Brands Today?

February 25, 2014

By Jesse Feldman, manager, marketing knowledge center

Every single person at last month’s ANA social media committee meeting raised a hand when asked, “Have you ever experienced a customer service issue on a social channel?”

Social media has absolutely become a #custserv channel for brands. I am only mildly reluctant to admit that I tweet companies all the time. Here’s just a few recent examples from my hyperactive Twitter timeline: store unexpectedly closed? Tweet. Train delay? Tweet. Wondering if a store offers gift certificates? Tweet. Receiving a response back from companies on social, even if it’s just an acknowledgement, feels good. Of those three examples, with companies ranging from national brands to local shops, I got three official responses back!

Social media committee meeting presenter Ben Blakesley, author of Get Social, provided valuable best practices for having better customer service interactions online. During the Q&A session, members discussed how their companies approach negative comments posted to a corporate social channel: to remove or not to remove, that is the question. (No spoilers: To find out the presenter’s recommendation, you’ll have to read the summary).

Also at the social media committee meeting, MasterCard shared a case study from its fully integrated Stand Up to Cancer program. The campaign invites consumers to Dig In & Do Good by using a MasterCard to dine out. Each year, MasterCard’s marketing team is tasked with adding new digital and social innovations. Find out how the 2013 campaign selected and leveraged social influencers in the Q&A section.

In late January, Capital One hosted an ANA members-only conference in Richmond where the company shared real-time success story case studies. Capital One has leveraged a social media command center, on-site activations, influencer content, and real-time media buys as part of a digital brand strategy. I was impressed by the beautiful content that came out of Capital One’s innovative creative partnership with Tumblr (view here).

Presenters from Lucy Activewear, the U.S. Marines, and WellPoint also shared insights and case studies during our Richmond members-only conference. Lucy activated a custom-made, perfect-for-Instagram interactive running path experience on Boston’s waterfront. The women’s athletic wear company and its agency designed and produced 10,000 custom lights for the project.

Read all of the above and more in the “Insights and Research” section of the ANA site!

Jesse Feldman works in the ANA’s Marketing Knowledge Center (MKC), a rich suite of insights, case studies, presentations, and research. You might notice her taking notes for the MKC at committee meetings, members-only conferences, or (virtually) webinars. She’ll be popping onto the ANA blog to regularly highlight some latest and greatest MKC content.

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