Listening• In the beginning…

Google Alerts (Yahoo)Google Blog searchesBlogPulseDSLReports.comComplaint boardsTechnorati

• Later…Collective IntellectAll of the aboveAddictomatic

• Now…Radian6All of the above

Social Media Strategies1) EDUCATE: Train to create breadth and depth in our employee

base to give them the tools and opportunity to actively engage in social and emerging media.

2) SEEK & CULTIVATE: New employee talent and corporate resources to better position EQ as a “thought-leader” in this emerging space while tapping external influencers.

3) INTEGRATE: Listen to and become part of conversations that are media agnostic and evergreen; ensure all marketing and communication strategies are interwoven to create consistent messaging.

4) RESEARCH: Invest in socmed-specific research to identify emerging trends, shifting EQ from followers to leaders; monitor brand perceptions to identify opportunities and gaps.

5) MEASURE: Use media appropriate metrics to evaluate performance against best-in-class examples.

6) INNOVATE & EXPERIENTAL: Utilize the socmed opportunity to evolve the brand into one that is dynamic, interactive and relevant; leverage opportunities via conversations to position the brand for future growth.

Content Strategy• Short-term: Contest

– HSI focus • Long-term: How-to Videos

– Top 10 Customer Service issues• Online Outreach• Call Centers

– Continue to interact/use feedback loop

First steps

• Listen & Research – (Google Alerts, Twitter search, blogs)

• Educate yourself/team (guidelines)

• Share – (Slideshare, flickr)

• Hash out content strategy, then blog

Zena WeistInteractive Brand Strategist, EMBARQTwitter: @zenaweistEmail: zenaweist@gmail.com