Hooking in is the third buzzword with which Lam wants to look at the content in particular. Many of the hooks of brands are interchangeable. An example is the hook of MediaMarkt during Sail 2015 on Twitter. The hook could just as easily have been used by another brand. In short, how authentic was the hook? Lam previously wrote an article about ‘ hooking in or dropping out ‘. Should a brand always respond to current events? His most important advice is to determine whether an saudi arabia phone number library event is urgent and relevant. Then it makes sense for a brand to start running and create suitable content.
Urgency versus relevance
Engagement
Engagement also passed by as a buzzword. Because are brands now busy sharing real content or just filling timelines with fun jokes and questions? Is a Facebook post with a fun math problem really something that fits the brand, for example? According to Lam, the content in the interaction for brands is mainly in getting feedback from customers via social media. For example, Microsoft placed a call to learn more about how customers back up their data. That provided direct insight into the current situation and needs of customers, and Microsoft was able to respond to this with relevant content on social media.
Everyone is responsible
Ultimately, according to Lam, everyone is responsible for the successful use of social media as an organization. It is a bridge to the story of Microsoft where employees are helped to become ‘thought leaders’; the latest buzzword. Professionals from the organization are linked to themes in which they specialize, in order to become more influential. That requires a lot of commitment. Of course from the employees who have to do it, but especially from the management that has to make time and money available to make this possible.
to be present online. For example, by conducting a good baseline measurement in which it is determined which components are currently clearly visible in Google. Employees are then guided to become active on social media about their subject. For example, by answering questions and comments marketing list from customers about a specific subject. Customers who have a question about a Microsoft product, have a chance that an employee will respond directly via their own Twitter account. when scrolling through the pages Microsoft also facilitates their own ‘thought leader’ to share their expertise via blog posts and updates on channels such as LinkedIn.