Effectual and innovative ways of using social media in your portfolio

September 27, 2012 by  

Pernille Tranberg (picture by Brie Logsdon)

Pernille Tranberg, Strategic advisor and Head of Editorial Development, Berlinske Media, Denmark was a guest speaker of the INMA 2012 European Conference in Hague. She spoke about some do’s and don’t within the biggest distractor nowadays – social media.

Pernille gave the delegates some basic principles of social media:

  • let the users do the talking
  • sharing is often a sign of faithfulness
  • relevant, funny, and surprising, and simple content
  • if you can make people laugh or feel, they are more likely to share
  • always be humble. Humility is dead important for a business, formerly so powerful and arrogant

She showed a video which proves that social media can be working if the content is engaging and knows how to tickle the feelings. Below is the example of how some of the Swedes were thanked for paying a TV tax:

There are 4 main ways publishers (and not only them) can use social media:

  • promotion of content
  • changing the brand
  • customer service (i.e. Frito Lay which uses Facebook to chat with 2,3 million consumers to see their opinion on the product)
  • crowdsourcing and co-creation (brands use Facebook to let users do the talking, vote on how should the next product look like, what flavor it should have, etc.)

Pernille showed specific cases for each of the ways mentioned. Social Media is a powerful tool. One of the cases showed by the speakers was the case of KLM airlines, where a DJ invited his followers for a special flight to Miami with a big party onboard. The message spread very fastly throughout the social media:

The other extremely interesting case was the “Drama Button” in one of the Belgian cities:

No doubt that actions like that help spread the information about the brand, and engage the consumer to the extent. The speaker however didn’t finish her presentation in the optimistic way. She is aware that nowadays publishers have to rely on Facebook because this is where their readers are. She reminded them though, to be very careful, as unthoughtful sharing and relying totally on social media can be dangerous. It is Facebook who owns, and doesn’t share the data about the followers of the brands there. It’s also facebook that owns the fanpages with hudred thousands fans on them (those pages can be shut down by Facebook, whenever it is required). The way Facebook acts is not democratic and sometimes can work as a censorship. Publishers must not forget that.


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