A Chat with The Webby Awards
1/19/2012
From New York to Canada, Chicago to Barcelona and many stops in between, the Webby team discussed innovative work and Internet trends with leading companies in technology, advertising and media. Some of the participants included Ogilvy, Chicago Tribune, Microsoft, Cartoon Network Digital, The Coca-Cola Company, Facebook and CNN.
“Our goal with Webby Talks was to meet as many people we can, who are making and innovating on the Web,” said David-Michel Davies, executive director of The Webby Awards. “It was an honor to meet with such great digital innovators as Wieden + Kennedy, The BBC, Coca-Cola, and countless others. This was definitely one of the most exciting things about the tour for our team.”
Webby Talks made stops in more than 20 cities and lasted for more than three months. During that time, Davies said he was surprised to hear that – according to research company Evolve24 – 70 percent of Twitter complaints were ignored.
“It shows that even though most companies are using social media, many of them still aren’t quite sure what to do in this space,” he said.
Davies believes companies should tailor their online approach depending on the industry, as each community has different interests and concerns.
“For every different kind of company and organization, there are even more functions social media can serve,” he said. “It is important that a company or a brand does what is most relevant, useful and interesting for their customers, which can vary.”
One of the most important tasks a company can take on is beyond creating social media accounts. Most companies are active on social media platforms, Davies said, but it’s most important that you’re using your presence wisely.
“Today, it is essential for brands to not only create accounts on these sites but to make sure they are engaging their followers and fans, offering them useful or interesting content and answering their questions and concerns.”
In addition to that, Davies said it’s important to be proactive by giving users something positive to say, instead of waiting for them to complain. Also, be generous and sincere, and remember that if you create a good story, the word will spread itself, he said.
“If a brand's primary activity on social networking sites is complaint resolution and response, you aren’t having meaningful interactions that help increase your brand equity or achieve your marketing goals,” Davies said. “Social network sites give brands a direct link to connect with their customers – a wonderful opportunity to change the conversation and giving consumers something positive to say about your brand. By being proactive, brands can change the tune of their social media messages, from complaints into praise.”