Company X wants to improve its social media strategy to better engage customers. The plan includes expanding platforms like Facebook and Twitter to have more meaningful conversations. It also suggests adding LinkedIn and YouTube to position the company as industry leaders and share content like assembly videos. Key goals are to encourage more customer feedback, spread positive comments, and respond quickly. The engagement program details enhancing existing channels and adding new ones to fill gaps. It provides examples like encouraging photo uploads and virtual room designs. The response program emphasizes implementing engagement across departments and dedicating time for timely replies to maintain conversations on all platforms.

1. SMACAD Class Assignment Initial Social Engagement Plan for Company X

2. Background: Company-X is a office equipment manufacturer with a social media strategy Social media strategy is not impactful and lacking engagement • Company X is generally well thought of by customers Company X needs to better leverage social web channels

3. Goals: Company X wants to encourage more customers to speak up Company X wants to spread the wordabout what customers say Company X wants to respond more quickly

4. Components Platform considerations Social engagement program / amplification Response program

5. Platform Considerations Expand existing social platform to include a broader and ultimately more influential and integrated collection of social websites Keep social platform manageable. Add appropriate social channels in the future as needed.

6. Platform Considerations Current Web Platform Assumptions Website General Company X information Contact Information (Sales/Customer Service) Product Catalog eCommerce functionality Facebook Posts periodically to feature new products or special promotions One-sided conversation; not much feedback Twitter Periodically Tweet Special Offers Links back to products on website

7. Platform Considerations Enhanced Web Platform Website Enhance to support social engagement Facebook Use to greater potential with meaningful conversations Twitter Use to greater potential with meaningful conversations New Additions to Web Platform LinkedIn Add presence and influence in “business” environment Blog(s) Share and participate YouTube Enhance conversations with video

8. Social Engagement Program Enhance existing channels and add new social channels to fill the gaps

9. Social Engagement Program Enhance existing channels and add new social channels to fill the gaps Company X Website Predominantly display all links to social sites to give customer more control and options of how to make contact and have dialogue Create Blog to share ideas, information and comments Facebook app so users can “Like” products and comment directly from website

10. Social Engagement Program Enhance existing channels and add new social channels to fill the gaps Facebook Personal Pages for key Sales, Leadership, and Customer-Service Staff Evolve to Sales and Customer Service platform Enhance FB applications: Encourage customers to upload photos and share their “Best room” using Company X products Share room ideas with a virtual “build a perfect room” app and encourage dialogue Ask the “furniture/interior designer specialist” section

11. Social Engagement Program Enhance existing channels and add new social channels to fill the gaps Twitter Don’t just tweet product information Encourage dialogue Ask what users think about products Answer questions Provide tips Tweet about virtual section on Facebook Tweets about “Best Room Contests” Sales and customer service applications

12. Social Engagement Program Enhance existing channels and add new social channels to fill the gaps LinkedIn Use profiles and conversations to position Company X people as “knowledgeable and accessible industry leaders” Create a company page Individual pages of key personal Create a group relevant to Company X’s offerings Join groups relevant to Company X’s offerings AND where Company X’s clients are

13. Social Engagement Program Enhance existing channels and add new social channels to fill the gaps You Tube Create Company X Channel Post any conventional Commercials How-to and Assembly videos “Best Room” or “Best Use Of A Product” video contest (Similar or same contest as Facebook)

14. Social Engagement Program Enhance existing channels and add new social channels to fill the gaps Blogs Create Blog on Company X website Post regularly with product/company ideas, comments and information Keep it fun! Also post humorous “Life in the Office” observations Identify other appropriate Blogs and participate in the conversations

15. Response Program Implement social engagement throughout all Company X departments – product development, sales, marketing, customer service, etc. Dedicate and/or assign times so that posts can be answered in a very timely manner. The conversations must be kept up in all platforms. Use available tools/web apps to monitor social sites (i.e. Google Alerts) Be timely with comments – An “industry leader” is knowledgeable AND accessible