Freshfully Rad

Today I attended a webinar ran by Social Media Today called “Is Social Still Cool?” Three panelists who work with social media in their businesses offered their perspective on the state of social media right now, defined the word “cool” as it applies to social media, and spoke about the “do’s and don’ts” in social media marketing. Gabby Nelson, community manager for Sleep Number; Erika Napoletano, writer and author; and Paul Berry, CEO of Rebelmouse were the panelists and these were some of the highlights from the hour-long conversation.

Defining “cool” in social media

Brands that are cool on social media definitely understand their target audiences and know how to communicate with them through a variety of channels.

“Cool is delivering on your brand promise” #SMTlive

— Matthew Carberry (@matthewcarberry) August 21, 2012

“Cool is being ahead of or with social change.” -Paul Berry #SMTLive — Ashley Hasty (@AHastyLife) August 21, 2012

Brand interaction on social media

Some of my favorite brands on social media have both an inanimate presence and human presence. People like Xbox LIVE’s Major Nelson, Activision’s Dan Amrich and Marvel Entertainment’s Ryan Penagos are great examples of a human presence of a large brand.

Your brand is what your customers say it is – @gabbydnelson #SMTlive — Social Media Today (@socialmedia2day) August 21, 2012

If something is trending, you’d better understand why before you bogart it! #notcool #SMTlive

— Alison Webb (@ali_webb) August 21, 2012

Brilliant. “Business is no longer B2B or B2C, but H2H… Human to Human.” #smtlive

— Julie Ann (@jawilliams529) August 21, 2012

If your brand screwed up, would you apologize?

The power of an apology is greater than ever in the age of the Internet. I’m not sure if it’s because people feel like others are desensitized to hurtful actions, but a heartfelt apology can make the difference between a friend and an enemy.

I would definitely forgive a company with a proper apology. However, a proper apology depends on the severity of the betrayal. #SMTlive — Matthew Carberry (@matthewcarberry) August 21, 2012

A:Yes, I would forgive a company for screw up if they own up & work to improve #SMTLive — MelissaDobson (@MelissaDobson) August 21, 2012

Because it happens so infrequently, I would forgive a company that apologizes properly.I did with Netflix.#SMTlive

— Ian Hefele (@globetrotterhef) August 21, 2012

Who works well in public-facing roles for your company?

Not everyone needs to be in a public-facing role of a company, but most people in media roles should have a presence on social media. Those who use their accounts successfully will only benefit their employers by doing their job well and attracting future talent to their place of business.

Hire people who fit your company culture for any public-facing social role – that’s cool. @redheadwriting #SMTlive

— Social Media Today (@socialmedia2day) August 21, 2012

“Everyone in your organization has to have a heart for the customer” – Gabby Nelson #SMTlive — SandraS (@sandrasick) August 21, 2012

What brands are doing cool things in social right now?

The Oatmeal is awesome. If you love sriracha, you must read The Oatmeal.

If you’re looking for @oatmeal ‘s IndieGoGo campaign that I just mentioned, it’s here: ow.ly/d7RTc #SMTlive — Erika Napoletano (@RedheadWriting) August 21, 2012

Rackspace a great example of social customer service/support. Innovation should be about benefiting the customer. @gabbydnelson #SMTlive

— Social Media Today (@socialmedia2day) August 21, 2012

Overall, I’d say that being “cool” on social media involves listening and interacting with your customers. For companies both large and small, every employee that is active on social media is a potential asset for the company. Hiring an employee that fits well with the company culture could ensure fantastic exposure of the company for future business opportunities. Employees that fit their company culture and understand how to communicate with their brand’s audience are what make social media “cool.”