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社交媒體10大明星企業(yè)
作者:
ALEX KONRAD
時(shí)間:
2012年05月10日
來(lái)源: 財(cái)富中文網(wǎng)
位置：
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為改善經(jīng)營(yíng),，星巴克,、百事可樂(lè)和耐克等公司已經(jīng)探索出了應(yīng)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(guó)第一資本銀行
????美國(guó)第一資本銀行（Capital One）只有大約4,000名粉絲,，規(guī)模相對(duì)較小，但使用其賬戶(hù)@AskCapitalOne,，該銀行能使提出問(wèn)題和關(guān)切的廣大消費(fèi)者與其客服代表保持聯(lián)系,。美國(guó)第一資本銀行的團(tuán)隊(duì)注冊(cè)有自己的帳戶(hù)，粉絲可以在企業(yè)反饋中跟進(jìn)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(wù),。 |
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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(hù)家族包括：擁有36.8萬(wàn)粉絲的主賬戶(hù)@Nike,、@NikeNYC等商店的個(gè)性化帳戶(hù)以及@nikebasketball等專(zhuān)項(xiàng)運(yùn)動(dòng)賬戶(hù)。這些帳戶(hù)旨在與粉絲進(jìn)行直接互動(dòng),，進(jìn)行宣傳,，例如 運(yùn)動(dòng)衫追逐賽（jersey chase）。即使是耐克的主賬戶(hù),，也到處可見(jiàn)流行詞匯,；但是當(dāng)新鞋在上架銷(xiāo)售時(shí)，耐克全面開(kāi)花的數(shù)十個(gè)帳戶(hù)足可以幫助滿(mǎn)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(lán)航空公司
????捷藍(lán)航空公司（JetBlue）利用其帳戶(hù)與大約170萬(wàn)粉絲進(jìn)行溝通,，討論他們關(guān)心的問(wèn)題，并用英語(yǔ)和西班牙語(yǔ)向乘客提供信息反饋,。有時(shí),，它的新聞并不總是受人歡迎——例如捷藍(lán)航空的飛機(jī)在今年年底之前不會(huì)提供無(wú)線(xiàn)局域網(wǎng)——但它在這個(gè)客戶(hù)滿(mǎn)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(lán)航空公司的團(tuán)隊(duì)在品牌營(yíng)銷(xiāo)用語(yǔ)中保持一致,，但是其社交媒體團(tuán)隊(duì)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(dāng)勞
????快餐連鎖企業(yè)麥當(dāng)勞（McDonald's）賬戶(hù)中大約有44萬(wàn)的粉絲，他們可以密切關(guān)注各種促銷(xiāo)活動(dòng),，例如地理定位網(wǎng)站Foursquar網(wǎng)站簽到比賽以及#HappyMealChefs競(jìng)賽,。它的賬戶(hù)對(duì)特色菜品的推薦占有大幅比重，但與此同時(shí)對(duì)消費(fèi)者的留言也會(huì)做出反饋,。此外,，其帳戶(hù)還通過(guò)提供免費(fèi)樣品，讓粉絲保持溝通,，并報(bào)道參加麥當(dāng)勞贊助的活動(dòng),，例如全美麥當(dāng)勞高中全明星賽（the All American Games）。
????譯者：?jiǎn)虡?shù)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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