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The world’s largest advertiser — Procter & Gamble — is quickly becoming a leader in social media too.

In her BlogWell Cincinnati case study presentation, Procter & Gamble Global External Relations Manager Anitra Marsh shared how P&G is mixing social media into its existing communications strategies.

A few great takeaways from Anitra’s discussion:

• Social media requires an interdependent communications model. At P&G, they’re moving from a holistic model, where an ad message is carried across different touch points, to an interdependent model, where content is created specifically for different channels.
• Listening online allows you to improve your products. Shortly after launching a beauty product, P&G noticed comments on blogs where consumers were having trouble opening the containers. Within 48 hours they worked with R&D to create better instructions and shared them with bloggers.
• Brand enthusiasm is a critical quality of a community manager. Anitra says their community managers tend to come from many different functions within the company, but passion for the brands they represent is something they all share.

If you like this presentation, check out our upcoming BlogWell event in Seattle on May 5.

Disclosure: P&G is a Social Media Business Council member (of which I am the CEO). Learn more about it and our members: http://www.socialmedia.org

Related posts:

1. Andy’s Answers: How Mayo Clinic is mixing traditional communications with new tools
2. Andy’s Answers: How Avery Dennison got started in social media
3. Andy’s Answers: How Community Medical Centers is getting its leaders involved in social media