Lauren Vargas says she developed a comprehensive "playbook" to help keep Aetna's 35,000 workers moving in the same direction on social media, allowing everyone to understand the goals and techniques they should use. The playbook sets an explicit community-management strategy and provides clear policies and training plans, helping each department to respond with "structured serendipity" to events and opportunities.
Brands have seen their Facebook engagement increase 896% in the space of a year, in part because of the social network's Timeline feature, according to an Adobe study. An increase in mobile-device usage may also have contributed to the spike, with a quarter of all brand engagement now coming from mobile users.
Stock market issues for big social media companies don't diminish the industry's lasting importance, writes Russ Fradin, CEO of Dynamic Signal, who argues that social networks remain powerful tools for brands looking to engage customers and market themselves effectively. "If history is a guide, social media are at a stage where the real winners enabling scale and engagement are about to emerge," Fradin writes.
Social-news site News.me has pulled the plug on its iPhone and iPad applications, and is blaming Twitter's enforcement of its API rules. Twitter wanted News.me to overhaul its apps to make them appear more like Twitter's own services, a move that would have required a substantial investment, said News.me's Jake Levine. "Here's what it comes down to: we don't want to invest time and energy into an application that competes with a platform on which it relies," Levine wrote in a blog post.
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