Social Media Essentials

Joe Chernov/@jchernovDirector of Content, Eloqua

Co-chair WOMMA Member Ethics Advisory Panel

Beyond th

e Tools

Content Ignites

TimingSharableUn-gated

InfluencersDecentralized

Digestible

Human

Surprising

Controversial

Contrarian

Storytelling

Feed insatiable appetite for content

Four Priorities

View support as marketing

Prioritize “real time” media

Avoid ethical trappings

“When customers are empowered,

customer service is marketing.”

Deliver “WOW” through service

Return anytime, as in forever

Real people, real knowledge(and really simple)

Best Buy’s instant support onTwitter, Facebook, YouTube

Most loyal customers get:

- Fresh local turkey at Thanksgiving- 7’ Douglas fir at Christmas- $15 back on $100 spend- Loads of high value coupons- Free cookware- Free goods following storms- Unadvertised specials

“How would you reactright now if ___?”

… your product became tax free

… your company was named “best place to work”

… a customer raved about you on a top site

… an industry analyst said you are hard to deal with

… your CEO was fired

… a competitor was bought

Do disclose / require disclosure of commercial relationship

Do respect the “rules” of the venue (no astroturfing)

Don’t request a positive review (honesty of opinion)

Don’t demand the removal of negative review

Don’t make quid pro quo offers to bloggers

Don’t forget that clients/employers = material relationship

A Few Ethical Best Practices