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A recent conference was held in New York City on Wednesday, March 24, 2010 presenting the topic of protecting and strengthening your brand across the social web, or more aptly referred to as Social Reputation Management. Read more for the highlights of companies who are active in the social media web.

Conference Highlights per Case Study Speaker:

General Motors Company – Chris Preuss, VP Global Communications and Head of OnStar:

• During the bankruptcy and corresponding fallout, GM laid out the following Communication Principles:

1. Confront Reality
2. Plan for Multiple Scenarios
3. Be Transparent
4. Engage the Right People
5. Utilize Social Media Power
6. Collaborate Cross-Functionally within the Organization
7. Address the Specific Needs of Each Audience
8. Enable Communications via a Toolbox of Common Tools within the Organization
9. “Keep Your Eye on the Prize”

• Since the flow of social media activity was overwhelming during GM’s challenging period surrounding bankruptcy, the social media team would determine when to engage based on the following measurement:

1. Measure the direction of the conversation – is it trending positive or negative?
2. Measure the amount of engagement – number of comments, tweets, Technorati score etc…

• GM’s social media team would engage in social media streams to specifically bypass the traditional media, share content, shape the conversation and educate consumers and the press media alike on Chapter 11 bankrupcy.

Pitney Bowes Inc. – Aneta Hall, Social Media Strategist:

• The theme of Aneta’s presentation, which can also be found here on Slideshare, was “Organize Internally for Reputation Management Externally”

• Key social media insight: No one wants to talk to a logo – people want to interact with a person as it places a human element on the corporation.
  > As a result, employees are empowered with social media message and guidelines; anyone involved in social media at Pitney Bowes must utilize a personal photo in their profile.

• Social media efforts at companies should involve searching out employees who are already engage in social media channels and passionate about the collaborative nature of social media and the company.

• New employees joining a company should undertake a social media education process and embed social media into the company culture.

• Key social media insight: Measure social media efforts SIMPLY:

1. Level 1: Utilize Attention Metrics
2. Level 2: Utilize Engagement Metrics
3. Level 3: Utilize Influence Metrics

• Companies need to establish reputation management workflows in order to avoid and be prepared for potential PR crisis.

MasterCard Worldwide – Jim Issokson, Senior Business Leader for Reputation and Issues Management:

• Reputation Management at MasterCard follows a 29 Attribute Framework:

• MasterCard has been successful creating separate channels for B2B and B2C interactions.

• Corporate social media efforts needs to successfully reach “influencers” and be a conduit to distribute news.

• Key Social Media Insight: 4 Lessons Learned:

1. Calculated Approach Required for Maximum Impact
2. Local Relevance
3. Communication & Marketing and Legal Teams Working Hand-in-Hand
4. Guidelines Developed, Adhered To, Continuously Evolved

• Key Audience Question: What does the future of the Legal department look like due to Social Media?:
  • There will be dedicated legal staff to marketing and social media efforts.
  • Legal department has to learn to trust employees to make good decisions on official social media channels.

Microsoft – Bill Cox, Senior Director, Communications:

• Key Social Media Insight: Lessons Learned While Connecting with 1 Billion Windows Users:

1. Transparency Breeds Trust
2. When you can, Go Direct
   • Change the notion of PR – take control and bypass the traditional media
   • Customers want to hear directly from a company and no longer rely exclusively on the traditional media
3. Engagement is a Two-Way Street
   • Use a natural voice even if it is uncomfortable as customers want an honest dialogue
   • Let customers talk back to the company
4. “Mavens” can Make or Break You
   • Identify the core audience who can influence others
   • Mavens help amplify the message
5. The Bigger the Company, the More Personality Matters
   • Think about involving the real people behind the company and products, not just involving the marketing department
   • Companies could consider letting go a little bit and performing less central brand management
   • Instead of thinking about writing a press release, enable the team to communicate and write for casual blog posts

Tyson Foods – Ed Nicholson, Director of Community and Public Relations:

• Tyson Foods has implemented a social media strategy built on 2 principals:
  1. Establish the company as a thought leader
  2. Grow the community by being authentic and a part of the community

Network Solutions – Shashi Bellamkonda, “Social Media Swami”:

• Network Solutions executes their social media based on a 4-point strategy:
• Brand / Reputation Management
• Customer Connection
• Community Outreach
• Get New Business
• Over the last 3 years, have implemented social media – changed negative perceptions to positive, increased thought leadership and customer service and finally getting to move towards using social media for new business.
• Key Social Media Insight: 5 Tips to succeed:
  1. Monitor your company’s brand
  2. Follow a few blogs and answer questions on LinkedIn
  3. Own a profile in at least 3 social networks
  4. Integrate social media into traditional marketing efforts
  5. Establish engagement metrics – the company needs to agree to and keep the goals in mind and refine over time

Additional Conference Information:

A full recounting of the audience’s active Twitter stream can be found using the Twitter search for #BDI.

Many thanks to BDIOnline on Twitter for the complimentary conference pass!

Be sure to visit me on Twitter and you too can follow my tweets!