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13.12.2010 Social media strategies evolve

General Mills, Samsung and Intel are among the organisations enhancing their social media strategies to deliver authentic conversations with consumers. General Mills, which makes products like Cheerios and Häagen-Dazs, combines a degree of flexibility with company-wide schemes covering education and best practice to achieve consistency regarding quality. "It can be challenging to develop meaningful social capabilities for each [brand], while also providing synergistic platforms for the whole," David Witt, General Mills' senior manager, social engagement, told Mashable. "With our brands managing their own presence online, that helps keep the personal touch."

Consumer electronics giant Samsung has adopted a more unified approach, deliberately branding its numerous Twitter feeds. "Our social media team is setting the example by including 'Samsung' on their Twitter handles," said Esteban Contreras, social media manager, Samsung USA. "Everyone that has the 'Samsung' name is passionate about Samsung and is committed to add value." In proving this to customers, the firm is highly proactive when interacting with netizens via Twitter. "We read every single tweet directed at our accounts and try to respond to as many people as possible," said Contreras.

B.L. 13.12.2010