Big Businesses Doing Social Media Right

Although social media websites have been around for several years, companies are still struggling to figure out how best to use these platforms to promote their businesses and capture new customers. Developing an effective social media strategy can be challenging. Here are a few companies that are doing social media right.

Richard Branson and Virgin: Although the company has official social media accounts, consumers of Virgin's products and services are far more likely to follow its founder and chairman Richard Branson. With over 3.3 million followers on Twitter alone, Branson has achieved a level of celebrity that few CEOs enjoy. Branson focused on developing a compelling personal brand centered on activities in extreme sports and his journey towards developing a successful business. He uses blogs and Twitter to share his experiences with his audience, who are only too happy to engage with him. As a result, he is able to market the Virgin brand via indirect cross-promotion of the company's offerings. Branson also works to humanize the brand by encouraging staff members to develop their own followings on social networks.

Zappos: Since its inception in 1999, Zappos has focused on building customer loyalty by using various relationship marketing tactics including addressing customers directly on social media sites. Customers are encouraged to submit positive and negative feedback on Twitter that employees respond to promptly. The Zappos YouTube account primarily contains funny sketches and promotion of contests. The company also runs several blogs that give customers a behind-the-scenes look at business operations and keep them up-to-date on the latest fashion trends. Although the company does engage in traditional advertising, it's the culture of friendliness and humanness that attracts customers and keeps them coming back. The effort has paid off. In 2008, the company hit its goal of making $1 billion in sales and was subsequently sold to Amazon.com for $1.2 billion in 2009. It was ranked #31 on Fortune's 100 Best Companies to Work For list in 2013.

Starbucks: Starbucks is using its social networking accounts to create a community centered on enjoying great coffee, collaboration, and social engagement. The company has a long history in the social media sphere that includes launching campaigns such as "My Starbucks Idea," "Ideas in Action," and "Starbucks Volunteer to Volunteer," which were designed to crowdsource ideas and encourage community service. The success of Starbucks's social media strategy stems from its commitment to creating friendly spaces for customers to interact with each other and the company.

Using social media well requires being willing to connect with customers on a personal level. Instead of using social networking sites to broadcast sales messages, use the platforms to really get to know your customers. Doing so can help your company develop a loyal following for life.

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