The New Media University

As the presence of social media grows, so has organization participation. According to Brian Solis in his book, Engage, “building and organizing a social media program can be incredibly powerful.” However, creating a presence on a social media site can be difficult; because information flows both ways and that customer engagement must be earned. In chapter 4, the author examines how organizations should utilize the following media: Blogs, Podcasts, Wikis, and Virtual Worlds.

Blogs:

According to a report conducted by Forrester Research, corporate blogs were at the bottom of the credibility list. “Only 16% of consumers who read corporate blogs admitted to trusting them” (Solis, 41). I do not find these findings to be particularly surprising; since I would expect a company’s blog to be filled with marketing materials (such as press releases) in order to get me to buy their products. Also, I don’t think that a company blog would engage with their audience, because that’s what the customer support team is for.  Solis states that in order for a blog to receive recognition, it needs to not only post relevant information for the customer but also needs to link to other sites, and comment on other blogs. One blog that he highlights is Southwest Airlines. This is because it exhibits the company’s fun attitude and also posts relevant information about the company and information about their frequent flyers.  This gives the blog a personal touch, and ultimately leads to its success.

Podcasts:

Podcasts are an easy way to provide company information to your customers, because they are portable and can be placed on websites. This medium has been growing in awareness and use by the public and allows a company to discuss just about anything. A few of the podcasts that I listen to on a daily basis are the “New York Times Front Page” and “Marketplace”. This is because it is a quicker way to keep up with current events, while I’m rushing to class.

Wikis:

“One of the most successful and influential websites in existence is a wiki” (Solis, 47). We all know how wikis function, due to Wikipedia, users can upload and edit information though any web-browser. Wiki pages are highly influential for a company because a customer will likely read a wiki entry first; the first result on most Google searches will be the Wikipedia entry. Of course, this can be a problem for companies because users who have strong opinions against the company will likely post biased information. Therefore, a company needs to watch what is being posted and make corrections when necessary.

Virtual Worlds:

A virtual world, such as Second Life, creates a new environment for the user. Some brands pay for product placement in these worlds, whereas some are trying to create their own unique programs. For example, IMB has a green data center in Second Life, this connects users to the brand and builds a relationship with them through a real staff of employees.