Jason Duty: How to join conversations about your brand

11:15 — Kurt Vanderah introduces Dell‘s Director of Global Social Outreach, Jason Duty.

11:16 — Jason Duty takes the stage and starts out with a bold statement: “Social Media: It’s not The Wild West – It’s The Blob.”

11:20 — Read the thread: Understand the context and rules of the road – Know where you’re going and remember that it is a two-way street. You have to understand the context before you jump in. Also, “think before you boast and always be yourself.”

11:24 — He reviews different types of messages you can get from people and addresses negative commentary. He stresses the importance of a social media policy and reminds everyone that “They don’t hate you. They just need a hug.” He encourages acknowledging and addressing all issues that arise online.

11:27 — Its all about the people, people. There are a lot of way to encourage people to have conversation about your brand. Ex: Invite bloggers to write a guest post (Hmmm here I am!), @mention influencers on Twitter when you share something interesting that they might like, etc. Be personal. “Think about how you would talk to someone on your own personal Facebook page, and stay away from scripting or stale marketing messages.”

11:34 — Q&A Time

“Do you have any tools or resources that you use for listening to and monitoring the conversation?”

Radian6 has been really helpful for Dell, although there are many listening tools out there that can cater to the size and scope of your brand.

“There are a lot of channels where customer service can help their customers. Social media is another floodgate to manage. How do you deal with the rapid growth and demand for this type of communication/response tool?”

Dell has adopted social customer service incrementally overtime. We have gradually built volume by promoting it in little places on the site, then added links to email signatures and gradually promoted using the channel for customer service.

“Which is better: One social account that handles all conversation or multiple, with one just dedicated to customer inquiries?”

Both are good. As you ramp up your efforts and employ a lot of individuals with active, branded accounts you can build trust and encourage engagement.

Jason Duty concludes and more chocolates are placed on the live blogger table. Awesome. I am going to work my way through mini-Krackel bars while Ian Strain-Seymour gears up for his session on how to get great reviews.

11:55 — Post notes: Author of Likeable Social Media (a quality read, Team!), Dave Kerpen just came over to the table to chat and ate one of my Krackle bars. Radical. Having a nerdy geek out moment and taking a second to regain my live-blogging composure!

About Yola Blake

Yola Blake is the lead social strategist at Get Page One, a search-marketing agency in Austin. Her current role includes full-service community management, corporate and small business social strategy, social profile optimization for SEO and editorial project management. Yola is also a contributing author for the Social Media Club's global editorial team and the Austin chapter’s web chair.

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