The document discusses best practices for social media content at Ericsson. It covers having engaging content across multiple social media platforms like Twitter, Facebook, and LinkedIn. The "good" practices include telling interesting stories, sharing exclusive photos from employees to engage audiences, and connecting content to the brand. The "bad" practices warned against were posting abstract quotes, manipulative messages, holiday cards without context, and content not related to the brand. The document provides takeaways for creating fun, visually appealing, and knowledge-sharing content that drives engagement.

1. The Good, the bad
and the ugly
The best and the worst social media content
practices / Stanislav Kupriyanov

2. TWhhisa ti sis E erricicssssoonn?
>110 000 employees
> 25 300 R&D employees
> 180 countries
> 35 000 patents
> 1 000 000 000 daily users
> 40% of global mobile traffic runs
through networks we have
supplied
Ericsson Internal | 2011-10-19 | Page 2

3. Ericsson in social media
› > 30 Twitter accounts
› > 15 Facebook pages
+ LinkedIn, YouTube,
Pinterest, Instagram,
Slideshare, Iissuu and
other accounts
Ericsson Internal | 2011-10-19 | Page 3

4. RECA in social media
Ericsson Internal | 2011-10-19 | Page 4

5. Content is the king
Ericsson Internal | 2011-10-19 | Page 5

6. the bad
Ericsson Internal | 2011-10-19 | Page 6

7. The bad
Ericsson Internal | 2011-10-19 | Page 7

8. The bad
Ericsson Internal | 2011-10-19 | Page 8

9. The ugly
Ericsson Internal | 2011-10-19 | Page 9

10. interactive
Ericsson Internal | 2011-10-19 | Page 10

11. interactive
Ericsson Internal | 2011-10-19 | Page 11

12. Ericsson Internal | 2011-10-19 | Page 12
takeaways
› Don’t forget that social
media is people talking
to people. So let’s talk!
› Don’t forget to engage
your employees into
this communication
› Content is still the king.
Give people an
opportunity to speak
with an interesting
specialists

13. Brand+content connection
Ericsson Internal | 2011-10-19 | Page 13

14. Ericsson Internal | 2011-10-19 | Page 14
takeaways
› Tell your readers a
story
› Why it has to be there?

15. Make fun
Ericsson Internal | 2011-10-19 | Page 15

16. Ericsson Internal | 2011-10-19 | Page 16
takeaways
› Don’t afraid to joke with
your audience
› Be politically correct

17. Look at me
Ericsson Internal | 2011-10-19 | Page 17

18. Ericsson Internal | 2011-10-19 | Page 18
takeaways
› Everybody loves
beautiful photos
› Try to use exclusive
content (engage your
employees)
› Use instagram

19. Share the knowledge
Ericsson Internal | 2011-10-19 | Page 19

20. Ericsson Internal | 2011-10-19 | Page 20
takeaways
› Visuals work for driving
engagement
› Share your knowledge
and speak more simply

21. Takeaways
bad
Abstract quotes
Manipulations (if… then…)
Holiday cards
No connection between content
and brand
Ericsson Internal | 2011-10-19 | Page 21
Good
Interesting stories
More interesting stories
Fun
Content+brand [context]
connection
Social media differentiation
Exclusive photos
Employees engagement