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Kodak Learns To Shutter With Social MediaApril 29, 2010 – 3:16 pm |
 Abdul Fattah Ismail |
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Social media is an arena where anything can be discussed at any time. Businesses are slowly figuring this out, and trying to enter this network with a fish net to reel in more customers. The process is far more complex than many have imagined, meaning that they must adhere to consumers’ fickle demands more 
intensely than in the past. It’s even more difficult when your products have been misrepresented or unacknowledged. The marketing team at Kodak spent nearly three years developing a strategy to set the record straight. As a result, their direct sales and online metrics are rising. In an interview with Marketing Sherpa, Thomas Hoehn shared six reasons for the improvement. I’ll list them in short order and give my take.
Lesson #1.
Listen before you speak
This sounds simpler than it is to execute. Here at Blueliner, we have a social media representative that tirelessly follows cybernet activity to gain insight with current trends, feedback on products, and other details. His contributions are invaluable.
Lesson #2
Add value when joining conversations
This fact is also easy to forget in discussion, but talking and comparing your products is not bombasity. It’s marketing at its core. If you believe in a product, you will use whatever is at your disposal to justify that fact.
Lesson #3
Don’t Be Intrusive
Once you have made the case about your strategy, then let it be for awhile. It gives time for reflection and tweaks can be made depending on feedback that surfaces from the commentary.
Lesson #4
Use real people behind the brand
Social media uses a flat business model which lessens the need for a lengthy chain of command. But one must attach a human persona to their profile, otherwise consumers will be wary of revealing information, especially on a sensitive site like Facebook. The social media guru tends to be that figure.
Lesson #5
Treat consumer and business customers differently
This statement largely speaks for itself. Businesses need a wider depth of information about products that will enable them to maximize profit. Nothing more or less.
Lesson #6
Transparency is paramount
Kodak created a social media policy for employees with guidelines for conduct online, confidentiality disclaimer, and honest product claims. Many companies don’t do this, and it can end all opportunity to engage online. If you have nothing to hide about your online conduct, don’t.
Picture (c) Let’s Go Digital
