If you’re like 92 percent of people on Twitter, you don’t follow the handles of the places where your friends and family work. It’s a statistic that meant a lot to AT&T’s Senior Manager of Emerging Communications, Lee Diaz. That’s why they rolled out their internal content hub, the Social Circle, for employees to begin sharing more from AT&T in their social networks.

In his presentation at SocialMedia.org‘s BlogWell conference in Dallas, Lee explains why they encouraged over 80,000 employees to become advocates in social media. Here are three key takeaways:

  • Your employees are already social. Lee says to earn buy-in from some leadership to getting employees involved, they had to help management see how much their employees already did in social media.
  • Disclosure is key. One of the main components of AT&T’s social advocate program was a simple hashtag, #ATTemployee. This let their employees share content from AT&T while being transparent and staying legal.
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Retirement, college, marriage, and other important life changes are a big deal already. Add diabetes and you’ve got even more challenges most people don’t see coming. Laura Kolodjeski, director of patient insight for Sanofi U.S., says these surprises leave diabetes patients needing help in the moment. That’s where their project, The DX, comes to the rescue.

In her presentation at SocialMedia.org’s BlogWell conference in Boston, Laura explains how they’ve created a social hub for content related to lifestyle and diabetes. She talks about their listening strategies, how they work within strict social media regulations, and what makes The DX an authentic diabetes resource.

Here are some interesting findings from her presentation:

  • What they don’t hear, they ask: For Sanofi U.S.’ social team, finding topics that matter to their patients means proactively listening to multiple sources. They watch for unmet search queries, work with influential diabetes bloggers, and talk to patient advocates to find their next story.
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When you’re looking for your brand’s social media influencers, it’s easy to get caught up in the numbers. You might think more followers means more influence, but in reality, it’s about much more than that.

According to Ben Cobb, global content and community manager for Reebok, there are lots of ways to create an influencer program, but to find the right influencers, you have to focus on what and who you’re trying to influence. In his presentation at SocialMedia.org’s BlogWell conference, Ben shares some lessons learned from Reebok’s search for the right influencers for their Classic Leather brand.

Some key points from his presentation:

  • Fame doesn’t equal influence: Reebok learned that even though one celebrity advocate had lots of followers and the right audience, he was only influential in music, not fashion. His social media followers were put off by mentions of Reebok’s shoes where they expected to hear about hip hop.
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Those comfortable beds, big TVs and fancy pools? They’re not just in nice hotels anymore. According to Hilton Worldwide Director of Social Media Planning Vanessa Sain-Dieguez, with people’s homes becoming more like destinations, it’s not enough to compete with luxury features — hotels have to deliver amazing service.

One way Hilton Worldwide is doing it is through social media customer service that’s so proactive that one customer called it scary. In her presentation at SocialMedia.org’s BlogWell conference in Boston at Fidelity, Vanessa shares how their social media programs, such as Hilton Suggests, are making guests and other travelers feel warm and fuzzy.

Here are some key points from her presentation:

  • Feedback is feedback — even if it’s in social media: They proactively look for and respond to customer complaints on social sites the same way they would in the non-digital world. According to Vanessa, that’s unlike 70% of other companies who completely ignore complaints on Twitter.
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One morning, an entire neighborhood in New York woke up with brand new Keurig brewers on their doorsteps. It wasn’t because they won a contest or because they asked for them — it was all a part of Keurig’s surprise and delight mission they carried out in L.A. and Miami.

According to Crystal King, Keurig’s social media manager, giving away brewers is just one way they earn loyal fans and word of mouth (like the 1,000 social media posts and 3 million impressions they earned from this campaign). In her presentation at SocialMedia.org’s BlogWell conference in Boston, Crystal explains why they do stuff like this.

Here are three key points from her presentation:

  • When upset customers vent on social media, they’re already pretty mad: That’s usually because they didn’t get the answers they needed elsewhere from calling or e-mailing. Crystal says that’s why it’s more important than ever to make these customers happy as quickly as possible.
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