Corporate Social Media Summit Notes and Resources

Greetings — if you’re reading this page, you’re at the Corporate Social Media Summit in San Francisco right now or you clicked through from Twitter. Either way, welcome! This page contains my notes, links, and resources to enhance the panel I’m moderating on Day 1. Plus, a selection of top tweets from #CSMSF via @Storify.

Panel topic (moderated by @marismith):

Create targeted and relevant local social presences as part of a global strategy to exceed business goals and increase local consumer interaction

Panelists:

Franck Ardourel, Senior Director Online Marketing – 24 Hour Fitness
Jenny Kuglin, General Manager Content & Social Media – Fisher Communications
Sanjay Mehta, Founder and Joint CEO – Social Wavelength

Tips & helpful info:

Facebook pages for global + local:

Facebook is testing a way for pages to customize their presence for different regions while maintaining a unified total Like count across all pages.
Many pages have amassed large global fan bases, but any given post reaches a small subset of those people. Sharing region-specific content with the right audience can have a big impact on reach and engagement.
Posts from local branches of a business generate reach five times the percentage of fans as a post from a corporate page. [Source]
Local posts see engagement from eight times as many of the fans reached compared to corporate posts. [Source]
NPR conducted an experiment that used Facebook’s geotargeting feature to post local stories to a smaller, more relevant subset of its fan base, and found that local stories outperformed global stories six-to-one in terms of engagement rate.

TV (old media) + Social (new media):

ABC World News with Diane Sawyer includes the #ABCWorldNews Twitter hashtag in the lower right of the screen during newscasts. As a result, “World News” has seen a jump in the amount of viewer engagement on Twitter over the past two weeks. Pre-hashtag, there was an average of 1,300 mentions of “World News” on Twitter. Since the use of the hashtag, that number has almost tripled to approximately 3,500 mentions. [Source]

Recommended resources:

Top brands on Facebook via Social Bakers

Social media measuring, optimizing and analytics tools:

CrowdBooster
PageLever
Infinigraph
Polygraph
EdgeRank Checker
TwentyFeet
Many of these tools offer a variety of levels, including enterprise. Feel free to suggest more resources in the comments below!