Shifting your brand’s voice from technical and formal to personal and interesting is no small task, but over the past year, Boeing has used social media to do just that.
Todd Blecher has played a big part of that, and in his case study at our recent BlogWell event, he discussed how they’re making this shift. A few of his key points:
- Focus on your people. An efficient way for Boeing to move from a technical and formal tone to more personal interactions was to feature their people and the work they do. Through blogs and their interactions on Twitter, Boeing is shifting the focus from planes to the talented people who put those planes in the sky.
- Add sharing tools. A simple way Boeing has seen a significant spike in the spread of their content is by adding tools that allow readers to share Boeing’s content with their networks on Twitter and Facebook. One story alone, Freezin’ in Florida, has had 50,000 views — thanks in large part to these sharing tools.
- Big shifts in your voice take time. Boeing isn’t throwing away years of culture to be “hip” on Twitter, they’re opening new channels to better share their existing culture. Social media is helping them create an evolution in their communications — a noticeable, but manageable shift.
And if you like this case study, check out our upcoming BlogWell in Chicago on Aug. 11.
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[...] This post was mentioned on Twitter by SmartBrief on SocMed and others. SmartBrief on SocMed said: How Boeing humanized their brand through social media — from @sernovitz and Todd Blecher from @boeingcorporate http://ow.ly/2aGrC [...]
Andy, thanks. I wish I was more photogenic! But seriously, we're trying to learn as we go, and Andy's Social Media Business Council has been a huge help. Stay tuned for a Boeing Stores Facebook page any day now, and a YouTube channel before year's end.
[...] How social media can humanize your brand Social media can help huge companies put a more human face on their brand, says Boeing communications chief Todd Blecher. Boeing uses its blogs and Twitter account to shift customers’ focus from the planes themselves to the people who design and build them, and social media is helping the company to find more channels through which to share its culture, Blecher says. SmartBrief/SmartBlog on Social Media [...]
[...] Andy’s Answers: How Boeing humanized their code by amicable media [...]
This was an excellent presentation! It definitely gave us some ideas for our social media and online efforts. Thanks for getting our wheels turning in a different way.