Intel Corporation’s social media strategy, whether for the entire operation or just one unit in a specific corner of the globe, comes from one central department.
Intel’s Social Media Center of Excellence sets the strategy and guidelines for all social media content across the company’s far-reaching locations and business units.
It’s quite a task managing all that distributed content. Intel’s Facebook profiles, for example, have around 10 million fans spread across 36 pages (and almost 50 countries). The company also has presence on Twitter, YouTube, and LinkedIn.
“Our team of nine provides a central POV on everything social,” said Intel social media strategist Ekaterina
Walter. “We help create a social infrastructure that geographies and business units can use. We also create unified branding and presence and then scale it globally,”
Global is Local, Local is Global
In large distributed organizations, content needs to flow from the local to the global, and vice versa.
“We have some content and branding that we create centrally, but a lot of time you have to go specifically local because local is important,” Walter said. “Centrally, we can’t presume to know everything that works and everything that doesn’t. However, sometimes we create programs centrally that are then easily scaled within geographies.”
Similarly, she said, sometimes fantastic ideas begin locally and then the company can implement them in various countries.
As an example, Walter cites the popular ‘Museum of Me‘ application, which allows users to upload videos and photos to a personalized online museum. Developed in Asia for the Asian market, Museum of Me went viral “mechanically,” Walter said, “without any media support.”
“Because we have a central structure in place in the Social Media Center of Excellence, we were able to take that and run it out to all our countries automatically,” she said. “Central support helped us to scale up the content distribution.”
Engaging with Content
The measure of successful social media content –particularly for B2B brands– is the level of engagement shown by its audience, Walter said.
“The number of fans you have is all great and good, but it’s a vanity metric,” she said. “We want to move beyond that to look at who we reach, how often we reach them, and unique compressions within that. For us, the beauty of social is increased engagement.”
In terms of engagement, says Walter, brands should ask:
- Who within the brand demographic engages the most and how does that change across time?
- What does that engagement look like?
- How many likes, comments, and shares does the brand have?
Walter suggests using social media content to bring customers’ opinions in to the fold, including trivia questions, challenges and puzzles.
“Things like that allow you to have true, meaningful conversations around topics that you and your audience are passionate about,” Walter said.
Walter’s #1 content strategy tip is to focus resources on understanding audience. (Use polls and analytics to really understand an audience and figure out what type of content resonates with them.)
Brands should use also analytics to test, track, and adjust new content strategies in flexible ways, Walter said.
“Make sure you know your voice,” she said. “There is no way you can use a PR broadcasting voice and expect your audience to relate to you. Ask yourself ‘What kind of human voice can I develop that people can relate to?’”
And finally, to support content across different locations and business units, Walter said that companies must make sure to document everything. And then they need to distribute that information across all relevant locations so that stakeholders know what works and what doesn’t work.