Social Network Strategies – Communication with the IGC

10 Oct

In the past weeks I’ve been writing blog posts about Microblogging Marketing and Enterprise Wiki Collaboration use using the International Geological Congress as an example company. Today I would like to continue with strategies by talking about a Social Network strategy using the IGC.


Social Networking:

Social networks are large social structures made up of large amounts of individuals. Often social networks are built around a specific theme or topic. The current largest social network and target of this strategy is Facebook with a current 800 million active users (Measured in September, 2011.) Many businesses from Microsoft to Coca Cola are moving to Facebook in conjunction with Twitter for communication and collaboration with customers.

A big challenge the IGC faces both approaching the 34th International Geological Congress and while the congress is running is communicating with delegates and attendees before and during the event. In this post I would like to outline a Social Network strategy for the IGC to create a successful online presence for communicating IGC delegates and event attendees.


Create a Presence:

Create a Facebook page for business, and assign representatives to post on the IGCs behalf. After creating the page, Promote it on the IGC website, as well as on any other social tool being used as a place for direct contact to people running the congress, as well as a place to post questions, comments, and feedback related to the event.

Constant, Friendly Communication:

After creating and promoting the Facebook page, use it as much as possible. Promote the use of it to post updates frequently, and reply to as many questions, comments, and feedback as possible, in a polite and friendly manner. Answering questions and replying to comments and feedback will give the IGC a friendly and approachable appearance, and the IGC can get valuable information from the comments and feedback about problems with the event or suggestions to improve the event.

Publish Information, As it Happens:

A major benefit to using Facebook to communicate with delegates and attendees of the IGC is the ability to publish new information immediately. Websites, blogs and wikis take time to update, and time sensitive information or updates such as event delays/updates or special deals won’t get released in time. By having a large population of your attendees on Facebook, urgent or time sensitive updates can be released to everyone immediately.


Risks of Social Networks:

I’ve talked previously about the legal risks involved with social media in enterprise businesses, and similar constructs apply here. Some of the major risks to the IGC on social networks are Leaked Company Information, Damaged Reputation and the legal risks of posting Misleading and Deceptive Information and Copyright Infringement. One of the best ways to  help reduce risks related Social Networks is to implement a Social Media Policy.
Using Social Networks, The IGC can appear to be a friendly company with a large social space, as well as keep in constant contact with delegates, attendees and visitors to the Congress, answering questions, providing and receiving feedback and suggestions related to the event.


Some great Case Studies, Websites and Examples:

Effective Communication in Customer Service – A good article showing the importance of professional customer communication and service.

How to use Facebook for business and Marketing – A good article, description in the title, that shows you how to use Facebook for business and marketing.

Telstra’s 3 Rs of Social Media Engagement – An example of a Social Media Policy; Used by Telstra.

Legal risks of social networking for business – An article by Dundas Lawyers explaining more legal risks of social networking in businesses.


16 Responses to “Social Network Strategies – Communication with the IGC”

  1. Zhang Jingyan October 11, 2011 at 1:43 am #

    Good post! I agree with your strategies, and the content an enterprise posted should be standard and avoiding incorrect and irrelevant information.

  2. brettstevenson2011 October 11, 2011 at 2:27 am #

    You have pretty much nailed every point I was going to drill you about, I think your strategy is pretty well thought out and air tight. The only question I have is from a person who rarely uses Facebook, and knows little about its security, how would IGC control the content posted by users on the page?

    • David October 11, 2011 at 4:56 am #

      It would be hard for the IGC to control content posted on their page, but it depends on the type of content they wanted to control. for example; if people post spam links or spam media like pictures or video links, it should be deleted. But negative comments should be left and should be attempted to resolve the issue; for example if someone is complaining about service, the IGC should try and figure out and resolve the problem!

      Thanks for your comment, and question!

  3. Morohen October 11, 2011 at 2:57 am #

    Great post David, it is good that you cover most of the aspect of implementing social network at IGC, even the risks. Good strategy

  4. Alan October 11, 2011 at 4:36 am #

    Simple, easy and even a baby could do this. And with 800 mill users on facebook, there is so much opportunity knocking. Great blog!

  5. lesliechongengkit October 11, 2011 at 8:48 am #

    I totally agree with your strategy of creating a presence. Only by promoting and advertising can make people aware of your existence. Great Post!

  6. Dan October 11, 2011 at 10:30 am #

    Very comprehensive post. I think your concept of ‘constant, friendly communication’ is a key one, too, although some parameters should perhaps be set to ensure that users aren’t given too much (or possibly too little) information. It’s easy for valuable updates to be lost if you are updating your Facebook page too frequently.

    I agree with your reply to @brettstevenson2011, too. It’s bad practice to remove negative comments, so as you suggest the best way to respond is to try and resolve any negative situation if possible.

    Great post!

  7. anthony October 11, 2011 at 11:20 am #

    Enjoyable post! I agree 100% with your strategy, however on that note I think its also important that research is conducted to ensure that the individuals attending the IGC constantly use Facebook in a proffesional manner. The last thing you would want is to spend time generating posts when the majority of the market is on LinkedIN.

  8. Wu Yunshan October 11, 2011 at 11:44 pm #

    Hi, nice post! especially after I finish reading your previous posts about IGC social media strategy. You really have a systematic idea about how to promote the IGC across social networking. And you also recognise the relevant risks. I pretty like the cases you provide which are useful for our case study!

  9. Kim Harrison October 12, 2011 at 2:49 am #

    I found this post really useful and interesting to read! I agree with your strategies

  10. jisiyuan2007 October 12, 2011 at 10:49 pm #

    Very nice post, having talking about how does the strategy works from creating a Facebook pages to how to avoid the risks.

  11. christophersoutham October 12, 2011 at 11:59 pm #

    Definately agree with you opinion on a social media presence for the IGC, and the opportunity of posting information as it happens.

  12. John Porter October 15, 2011 at 2:11 am #

    I like your point about the constant, friendly communication. I think keeping the tone of communication informal and conversation is an important part of using these platforms, and is a great way of giving the event’s web presence a “human face”.

  13. weiweihou October 16, 2011 at 2:25 am #

    Great post, You have very clear structure. I agree with your point of view, you describe the implement procedures step by step, using both webpage and facebook to promote the IGC, very smart.

  14. Enterprise 2.0 October 16, 2011 at 6:34 am #

    Good post for the IGC Communication preparation, I agree with all your strategies especially about Create a Presence and Publish Information, As it Happens.

  15. Joe Lyons October 16, 2011 at 10:23 pm #

    Excellent post David. Your strategies are well thoughtout and a good reflection of what has been learned. Facebook is a wealth of opportunity for businesses to expand their online presence and I think your comments pose a compelling case to show how easy it is to establish that presence using your tips!

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