You are probably well aware of the impact that social media is having. It is very likely that you, for instance, have a Facebook page to connect to family and friends. The impact has also been felt in the world of business. But interestingly, it is not in any traditional sense, such as for advertising (though that is part of it); highly social businesses, like http://www.direct.tv/, are connecting, engaging, and taking matters of customer service to social media.
According to a recent report from Burson-Martseller, 70% of Fortune 100 companies are using at least one of the four top platforms in social media (Twitter, Facebook, YouTube, and blog). Who can blame them — as a consumer, it’s nice to write on a company’s wall (Facebook) and get a response, as the 1-800 number is a little old fashioned.
DirecTV
The leader is satellite TV, including HD and even 3D programming, you should expect to see DirectTV on the cutting edge of social media, as they are for technology in their industry.
DirectTV currently has thousands of followers on social networks, including the ever-important Twitter and Facebook platforms. You will find the company engaging customers in anything, from service to who will win the sports game.
The director of inbound email operations and social media strategy, Charles Miller, also tweets on a personal account. Personality is one of the strengths of social media, and this leader in digital programming deserves high praise for their efforts in social media.
Zappos
The popular online shoe store is a haven for those who don’t want to try on shoes in stores. Found on Twitter, Facebook, and their corporate blog, Zappos has some interesting practices to bring to the table.
Combining customer service and engaging content on social media, most Zappos employees have a Twitter account — and you can see it on an aggregate page. You’ll have to look hard for a better way to bring personality to a company.
General Motors
You would think covering the many brands on social media would be a chore, but General Motors does it quite well.
As Van Grove describes, their official tweeter was able to tweet answers and opinions during a busy auto show, with limited access at that. Take a look at their Twitter page and you’ll find everything from casual surveys to safety tips. Integrating OnStar to the latter, they certainly know what they’re doing in connecting with their customers.
Blendtec
If you’re not familiar with Blendtec, they are a company that sells blenders; well, you might have been able to guess that, but certainly not their very famous social media campaign.
It’s one thing to be receptive to customers and your staff, but CEO Tom Dickinson takes it to a new level on YouTube. Taking everyday objects, Dickinson literally places them in a blender to see if it will blend. The series, appropriately dubbed “Will It Blend” has become a huge hit. Indeed it accomplishes two things: demonstrates durability and creates a lot of buzz.
H&R Block
Taxes — on social media? Yes, believe it or not, that can attract a lot of people; their Twitter is growing beyond 6,000 followers presently.
With a simple quote from Paula Drum, their VP of marketing, you can tell that they really “get it”: “Brands that want to participate in Twitter need to be committed and be part of the community. This is not advertising.” Precisely. Social media can increase business, but not the point of such a presence.
Best Buy
The popular electronics store appears in our final spot of noted companies on social media, though it is a brief list. As is the important theme in this list, they are dedicated to providing a better experience for their customers. You might expect that Best Buy has something up their sleeves; after all, they are in electronics and technology.
You can look up items from the Best Buy catalog and see if it’s available near you, via a bot on Twitter. Cool enough for you?
The Moral of the Story
While you don’t need to blend electronics items — though it doesn’t hurt — the presence on these social mediums is extremely important for businesses. It’s much more than advertising, building business, or even extending customer service past its previous days. Make no mistake, companies like these succeed in social media because they are serving their customers.
However, the presence of companies on social media can allow the personality of the business to shine. It’s one thing to be able to answer questions and provide information. Indeed it’s another to discuss something, such as who will win the game, and facilitate real conversations. It builds a genuine community that connects the business and the people behind it to others.