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社交媒體10大明星企業(yè)
作者:
ALEX KONRAD
時間:
2012年05月10日
來源: 財富中文網(wǎng)
位置：
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為改善經(jīng)營，星巴克、百事可樂和耐克等公司已經(jīng)探索出了應用社交媒體的創(chuàng)新方法，本文將逐一介紹他們的做法。
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美國第一資本銀行
????美國第一資本銀行（Capital One）只有大約4,000名粉絲，規(guī)模相對較小，但使用其賬戶@AskCapitalOne，該銀行能使提出問題和關切的廣大消費者與其客服代表保持聯(lián)系。美國第一資本銀行的團隊注冊有自己的帳戶，粉絲可以在企業(yè)反饋中跟進留言。其他銀行盡可以吹噓自己擁有更多的粉絲，但是第一資本銀行并不發(fā)布企業(yè)新聞，而是提供直接服務。 |
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Capital One
????The bank's account does not boast a relatively large number of followers, with about 4,000, but uses its account @AskCapitalOne to connect customer service representatives with the broader community tweeting questions and concerns. Capital One's team signs its tweets, so you can attach a name to the corporate response. While other banks can boast more followers, Capital One eschews corporate news for direct service. |
耐克
????耐克（Nike）的推特賬戶家族包括：擁有36.8萬粉絲的主賬戶@Nike、@NikeNYC等商店的個性化帳戶以及@nikebasketball等專項運動賬戶。這些帳戶旨在與粉絲進行直接互動，進行宣傳，例如 運動衫追逐賽（jersey chase）。即使是耐克的主賬戶，也到處可見流行詞匯；但是當新鞋在上架銷售時，耐克全面開花的數(shù)十個帳戶足可以幫助滿足粉絲們的狂熱追捧。 |
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Nike
????Nike's family of Twitter accounts includes its main handle @Nike, featuring 368,000 followers, as well as specialized accounts for stores, such as @NikeNYC, and specific sports, such as @nikebasketball. The accounts aim to engage fans with direct interaction and promotions such as a jersey chase. Buzzwords abound on even the main account, but the reach of Nike's dozens of accounts helps feed the craze when a new shoe line rolls out to stores. |
捷藍航空公司
????捷藍航空公司（JetBlue）利用其帳戶與大約170萬粉絲進行溝通，討論他們關心的問題，并用英語和西班牙語向乘客提供信息反饋。有時，它的新聞并不總是受人歡迎——例如捷藍航空的飛機在今年年底之前不會提供無線局域網(wǎng)——但它在這個客戶滿意度方面表現(xiàn)較差的行業(yè)依然不失為一種反饋。雖然捷藍航空公司的團隊在品牌營銷用語中保持一致，但是其社交媒體團隊在使用社交世界通俗（或許有些膚淺）的詞匯方面卻游刃有余。 |
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JetBlue
????The airline uses its account to communicate with almost 1.7 million followers, discussing concerns and providing feedback to flyers' tweets in English and Spanish. That news is not always welcome--such as no WiFi onboard JetBlue planes until later this year--but provides a layer of feedback in what can be a headache industry for consumer satisfaction. While JetBlue's team stays uniformly on point in its branding, the airline's social media team operates comfortably in the colloquial (if shallow) vocabulary of the social space. |
麥當勞
????快餐連鎖企業(yè)麥當勞（McDonald's）賬戶中大約有44萬的粉絲，他們可以密切關注各種促銷活動，例如地理定位網(wǎng)站Foursquar網(wǎng)站簽到比賽以及#HappyMealChefs競賽。它的賬戶對特色菜品的推薦占有大幅比重，但與此同時對消費者的留言也會做出反饋。此外，其帳戶還通過提供免費樣品，讓粉絲保持溝通，并報道參加麥當勞贊助的活動，例如全美麥當勞高中全明星賽（the All American Games）。
????譯者：喬樹靜/汪皓 |
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McDonald's
????The fast food chain's 440,000 or so followers can keep tabs on various promotional deals and events such as a Foursquare check-in and a #HappyMealChefs contest. The account is a bit heavy on the promotion if featured menu offerings, but does respond to concerned customers' tweets. The account also keeps followers communicating through free giveaways and provides coverage of McDonald's sponsored events such as the All American Games. |
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