What’s Your Social Media Strategy?

Abstract

The article discusses four social-media strategies used by corporations, as gleaned from an analysis of over 1,100 companies. Some firms such as consumer-products maker Clorox restrict their use of social media to a specific function, virtual research and development in Clorox's case. Car maker Ford Motor Company devised a social- media campaign to promote its Fiesta automobile that involved providing loaner cars to 100 people with large social-media followings. Commentary is also provided on the social-media efforts of computer-storage manufacturer EMC and network- equipment maker Cisco. INSETS: WHAT HAPPENS WHEN COMPANIES LACK SOCIAL MEDIA STRATEGY?;UNDERSTANDING YOUR CURRENT SOCIAL MEDIA STRATEGY: AQUIZ.