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6. Contribute to the Community Global Social Media Checkup

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6. Contribute to the Community

• Take your cues from what stakeholders seem to be asking for and let them
influence your presence. For example, if consumers are asking about
product specifications online, create a Twitter account with updates about
new products and product hints and tips. If stakeholders are complaining
about product and service issues, develop a social media channel to receive
and respond to these issues.
• Use an authentic personal tone and provide content that is of value to
users. This involves creating content that contributes to the community and
helps them meet their needs as opposed to always providing content that is
marketing or promotional in nature. If your social media presence is
organized and consistent, stakeholders will find you and turn to you as a
resource.




Burson-Marsteller Evidence-Based Communications 42

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