According to Johnson & Johnson Director of Corporate Social Media, Devon Eyer, their social media strategy used to be about “planting flags:” staking their claim to a Facebook page, a Twitter handle, a blog presence, and broadcasting their messages there. But now, she says the company takes a much more customer-centered approach — one focused on understanding their customers better by talking directly to them.
In her presentation at SocialMedia.org’s Member Meeting, Devon explains how they do it with social listening, developing relationships with the right talkers, and finding out where their fans actually want to interact with the brand.
She also shares:
- Why they paired down their social media presences
- How they create real relationships with bloggers
- Why they focus on fewer talkers to help manage their reputation
Watch Devon’s presentation in the video below:
Download her slide presentation here.