NewCommForum: The Winners and Sinners of Social Media
The lunch "keynote" was a panel with Steve Crescenzo and David Strom.
Steve started out talking primarily about internal communications. He focused on the how internal communicators should use social media. His top point was that executives shouldn't blog in many cases. Unless the exec is comfortable with the medium, they should steer clear. Steve also focused on the need for communicators to coach others within their companies about best practices.
McDonald's went down as a winner and a sinner for Steve. Internally he thinks they are doing well, but externally he has concerns.
Control once again popped up as an executive concern for many companies, with both David and Steve joining in on this.
David thought JetBlue was a sinner, though it was more focused on operational failures than social media mistakes. The audience was invited to comment, and John Cass expressed his view that they succeeded in getting their message out. He cited a case on Boston TV news where JetBlue was praised for doing something about the issue when the anchor was reporting on another airline with a problem.
Shel Israel praised the company for joining the conversation. Social media is just a tool, Shel said, the real story here is the change of control.
David Strom said 2007 is they year of the death of the wiki. This drew laughter from the audience since Jen McClure, the moderator, was using the overhead projector to update the conference wiki. The audience had mixed views on this.
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