About the author: Andy Sernovitz | SmartBlogs
Andy Sernovitz is author of “Word of Mouth Marketing” and the word of mouth marketing blog/newsletter “Damn, I Wish I’d Thought of That.” Andy teaches Word of Mouth Marketing at Northwestern and the Word of Mouth Marketing Crash Course.
By Andy Sernovitz on August 14th, 2014 | 53281Comment on this postAndy%27s+Answers%3A+Why+marketing+should+start+with+the+customers2014-08-14+11%3A32%3A56Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D53281
Brains on Fire President Robbin Phillips has some tough news for brands: “People don’t want to talk about you.” What they want to talk about is their lives. That’s why it’s so important for brands to understand how to fit into customer passions and interests.
By Andy Sernovitz on August 7th, 2014 | 53178Comment on this postAndy%27s+Answers%3A+How+brands+use+social+media+for+crisis+management2014-08-07+11%3A00%3A21Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D53178
For Debbie Curtis-Magley, Director of SAP Cross-Cloud Social and Community at Ariba, social channels are great tools for handling company crises. While most brands define social media ROI as “return on investment,” some see it as “rescue of image.”
By Andy Sernovitz on July 31st, 2014 | 53040Comment on this postAndy%27s+Answers%3A+How+General+Mills+manages+their+social+media+content+strategy2014-07-31+11%3A15%3A10Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D53040
“The world doesn’t need more content,” says Kevin Hunt, corporate social media manager for General Mills. “It needs more interesting content.” But, as he admits, social media content strategy is a bit more complex than that.
By Andy Sernovitz on April 24th, 2014 | 507021 comment on this postAndy%27s+Answers%3A+How+UnitedHealth+Group+does+social+outreach+in+a+highly+regulated+industry2014-04-24+11%3A00%3A28Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50702
It’s hard out there in social media for regulated industries like healthcare. UnitedHealth Group for example, has to carefully craft their responses to customers in social media to comply with legal requirements.
According to Rachel Medina, their senior communications specialist, they’re making progress with reaching customers despite these strict rules. In her presentation at SocialMedia.org‘s BlogWell conference, she explains it’s all a part of following HIPAA regulations while trying to do more for their customers in social media.[…] Continue Reading »
By Andy Sernovitz on April 17th, 2014 | 50699Comment on this postAndy%27s+Answers%3A+How+%28and+why%29+to+make+a+habit+of+disclosure+in+social+media2014-04-17+11%3A00%3A29Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D50699
Since the FTC updated their social media guidelines last year, a lot of social marketers have a lot of questions about staying legal. The bottom line: It all comes down to proper disclosure.
In his presentation at SocialMedia.org‘s BlogWell conference, Andy Sernovitz explains why paying for social media coverage makes a sticky situation that requires the right kind of disclosure.[…] Continue Reading »